To create a buzz around BRBR‘s upcoming 2016 season, TFO has teamed up with global influencer buying platform Influicity to bring social influencers from across Canada into its fold. It’s promoting the French-language music show with a cross-country tour in a bus wrapped in show branding.

The influencer-focused tour will see the BRBR bus travelling to 13 cities and stopping to meet promising artists on the way. And how will it choose those artists? The show and the road trip campaign is being promoted using Influicity’s influencer marketplace and campaign management platform to discover the right talent and collaborate with them.

The partnership and the campaign has the potential to scale BRBR‘s access to the music community, says Jonathan Davids, founder and CEO of Influicity, in a press release. “These influencers are actually travelling around the country, capturing exciting moments and sharing with their fans across social. For a national campaign at this speed and scale, there’s simply no other platform that can perform at the same level.”

The campaign is divided into two phases with the first phase involving influencers hopping aboard the BRBR bus as it drops into their neighbourhoods. All content will be shared across platforms (Instagram, Twitter and Snapchat) and in real-time. Longer videos will be posted on YouTube.

The second phase of the campaign will launch weeks ahead of the January 2016 season launch and will see influencers reviving some of their content and sharing new clips.

Moncton, Winnipeg and Edmonton residents will also be invited to a free tailgate BRBR party where influencers will document the event and share it on social channels.

The campaign’s first activation took place this Wednesday with Simon Leclerc, a Quebec-based YouTuber joining singer Caroline Savoie’s concert. Leclerc shared his experience on Instagram, Snapchat and YouTube, using the hashtag, #BRBRbus.