Husband-and-wife duo Ryan Trahan and Haley Pham have completed an epic cross-country voyage, and they smashed several personal records along the way. Aided by an innovative approach to donations, Trahan and Pham raised $11.5 million to support the St. Jude Children’s Hospital — while visiting all 50 states in the process.
At each stop on their 50-state trek, Trahan and Pham stayed in an eclectic Airbnb, took in local curiosities, and met up with fans across the country. They encouraged donations by allowing their most generous supports to affect the course of their series. Anyone who gave at least $50,000, for example, bought an activation on the so-called “Wheel of Doom,” which required Trahan and Pham to negotiate tricky situations like temporary separations and phone-free periods.
The journey culminated in Hawaii, where Trahan and Pham enjoyed one last Airbnb stay, celebrated their impressive fundraising total, and feted the best lodgings they had stayed in during their trip. A lavish treehouse in Oklahoma ended up on the top of that ranking, and Trahan and Pham celebrated with cake. “I wish I could bake a cake big enough to give each of you watching a slice,” Trahan said in the video. “This has been the most unforgettable experience of our lives.”
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Like its spiritual predecessor, Trahan’s “penny challenge,” the 50 states tour became the talk of YouTube and a major charitable drive that far outpaced its initial goals. But Trahan’s latest series is not just notable for its high viewership — it introduced a novel form of sponsorship that encouraged brands big and small to participate in the campaign.
Anyone who delivered at least $5,000 to the St. Jude drive earned an on-air shoutout from the starring couple, who spend much of their time on-air thanking their benefactors. Brands realized that Trahan’s recognition was a form of DIY influencer marketing presented with an organic twist. The shoutouts were a win-win-win-win scenario: Brands, viewers, St. Jude, and the two stars could all appreciate the big-hearted nature of this unique campaign.
That dynamic will arguably become the legacy of the 50 states challenge. Trahan and Phan may have many more adventurous videos in their shared future, but this particular trip broke new ground on YouTube, and advertisers would be wise to pay attention.
