TRC [Toronto Rave Community] is Canada's community hub for the contemporary music enthusiast. The brand's nuanced interfaces are regarded as a highly visible and consistently visited communication spot for sharing and vocalizing nightlife, citywide and music enthusiasm. The "C" in TRC is the driving force of the brand. Instead of simply operating as a native advertising platform, the interests, conversation and activity of fans are leveraged to propel content within all campaigns. This approach comes in the form of Activation Marketing, Native Media Buys, Custom Campaigns, and Direct-To-Fan initiatives. TRC has continuously sought to empower fan engagement on all its platforms.