In the latest -- and one of the noblest -- sign of online video mirroring TV programming, Ford and YouTube network What's Trending are hosting a live telethon on Google's digital video service Thursday night to raise money for homeless children.
The two-hour event will stream live from YouTube's Los Angeles production studio, starting at 9 pm ET (stream embedded below). YouTube's second annual telethon, dubbed a Tube-A-Thon, will benefit Covenant House, a charity network for homeless youth.
The show will be hosted by What's Trending's Shira Lazar and feature YouTube stars such as Freddie Wong, Daily Grace and Shay Carl. Ford's involvement stems from its Fiesta Movement campaign that was created to promote its Ford Fiesta sedan and social good.
"The YouTube community has embraced the Fiesta Movement and followed our 100 agents on this incredible journey. We are excited to partner with What's Trending to bring these loyal fans and followers a night filled with unforgettable performances from some of the biggest YouTube talent out there," said Crystal Worthem, manager of brand content and alliances for Ford, in a statement.
Ford and What's Trending are expanding their fundraising efforts beyond YouTube. People are asked to tweet using the hashtags #Tubeathon or #FiestaMovement. For each tweet with those hashtags, Ford and What's Trending will donate $1 to Covenant House.
The mission is a noble one in light of an ongoing New York Times series examining the plight of homeless kids.
To watch the live telethon, you can check it on YouTube or tune in below.