During Covid-19, RXM partnered with the NYC Hospitality Alliance to create Virtual Cheers, a viral digital activation that turned Zoom backgrounds into fundraisers for struggling New York bars and restaurant workers.

At a time when people missed the atmosphere of their favorite local spots, VirtualCheers.org let users download a background from participating bars, host virtual drinks with friends, and donate directly to staff relief funds.

More than 150 NYC bars applied, the platform raised an estimated $50,000 in staff donations, and the idea earned national media coverage, including The New York Times and TV.

Built from a simple cultural behavior — virtual happy hours — Virtual Cheers shows how RXM creates out-of-the-box brand ideas, viral digital campaigns, earned media activations, and purpose-driven experiences that turn real human tension into attention, participation, and impact.