The Children's Miracle Network's logo is the iconic yellow balloon. So, we asked Canadians to help decorate the event where the dinner was taking place by blowing up a yellow balloon online in real-time. How? In the 72 hours leading up to the dinner, we had a balloon-inflating machine in the event space operating round the clock. The machine was controlled remotely via a live-feed from people's phones, tablets and laptops. Each click of the inflate button allowed people to blow helium into a balloon. Once filled, the balloon would automatically seal and be released. We then asked people to share their experience via twitter and Facebook and encourage others to participate. We then surprised the 13 children with the balloons which were present throughout the event and dinner and made them feel like all of Canada was supporting and encouraging them.

Three days before the dinner, we set up a live balloon-inflating machine in the event space where the dinner was being held. On the homepage of Children's Miracle Network website, we asked Canadians to blow up a balloon online and share their experience on their social networks.

For three days, Canadians could come to the website via phones, tablets and laptops and blow up a real balloon, in real time.

There was no paid media or PR.

Over three days, we earned 29.6 MM media impressions which was a 289% increase from the year before. Last year only garnered 5.0 MM impressions.

Even our Prime Minister, Justin Trudeau, got involved.

Close to 10,000 balloons were blown up. With over 500,000 clicks and puffs of air.