Stand Up to Cancer partners with Connekt to let audiences engage in real time through advanced TV

Stand Up To Cancer (SU2C) has teamed with smart TV company Connekt to put the power of advanced TV into the hands of millions for tonight’s (Sept. 7, 8:00pm ET) televised fundraising campaign, hosted by Bradley Cooper, who also serves as co-executive producer. The partnership means that audience members across the United States and Canada will be able to engage, donate to and buy merchandise from SU2C directly from their televisions or other connected devices within their household.

This year’s campaign is the largest scale advanced TV campaign of its kind, according to the company. Results of the campaign will be used to increase the success of the annual fundraiser and the organization’s goals-at-large.

Ten years after SU2C’s first telecast, this year’s biennial fundraiser boasts a variety of reasons to watch and even more ways for its audiences to learn about and support SU2C’s lifesaving research achievements.

A number of networks will be donating one hour of simultaneous commercial-free prime time for telecast, including ABC, CBS, FOX, and NBC, along with AT&T Audience Network, Bloomberg TV, Bravo, Discovery Life, E! Entertainment and others, and the event will be telecast across 60-plus other networks.

Participating celebrities include Mahershala Ali, Kathy Bates, Katie Couric, Jennifer Garner, Tony Hale, Marg Helgenberger, Ed Helms, Ken Jeong, Marlee Matlin, Matthew McConaughey, Maria Menounos, Jillian Michaels, Trevor Noah, Dak Prescott, Italia Ricci, Rob Riggle, Karla Souza, David Spade, Keith Urban and Reese Witherspoon.

The partnership with Connekt means that audiences will be able to engage and donate while watching directly from their Smart TV using their remote controls or mobile device, visit the Connekt ShopTV application on their Sony, LG and Hisense smart TVs, visit the official website on their mobile to donate and shop.

According to Connekt founder and chief executive Mike Fitzsimmons: “Being able to help power the success of SU2C in its 10 years is an amazing opportunity and perfectly aligned with the vision, mission and core values of our company. Ultimately, we win when audiences connect with the TV content they care about the most. SU2C is exemplary because the one-hour broadcast unites us all to raise funds for more effective treatments to save lives now. We are grateful to be on board and proud to put the power of advanced TV in the hands of everyone.”

As the telecast airs, Connekt will help SU2C measure the results of the new capabilities so the organization can react to audiences in real-time and continuously assess which calls-to-action and appeals drive the most excitement and giving from their audiences. Insights will also be used to inform future campaigns as well as year-round activities the organization is planning.

Stand Up to Cancer’s mission is to raise funds to accelerate the pace of research to get new therapies to patients quickly and save lives now. It is a division of the Entertainment Industry Foundation (EIF).