Fidelity launches YouTube video contest

Source: Fidelity Investments

Fidelity Investments® today announced the launch of its "Be the Green Line" video contest, which will accept video submissions via YouTube until Feb. 19, 2010. The contest links with Fidelity's advertising campaign, which features the tagline "Turn Here"SM and a prominent green line that underscores the firm's ability to help investors navigate all stages of life with financial guidance and appropriate investment options.

All video entries must meet key requirements to be eligible. First, the phrase "stay on the line" must be said within the video. Additionally, contest entrants must give the impression they are the "Green Line" through creative interpretation. Finally, the video must be in English, contain no music and be no more than 90 seconds in length.1 Individuals age 14 or older can submit their video at www.youtube.com/bethegreenline.

"Since launching the 'Turn Here' campaign in March 2009, we have seen a tremendous response from consumers across all life stages - from comments on social media sites about the television spots to customers asking for their 'Green Line' during conversations with our financial representatives," said James D. Speros, chief marketing officer, Fidelity Investments. "This contest harnesses the popularity of the campaign and allows consumers to literally be a part of it in a very viral and creative forum."

All video submissions received by midnight Feb. 19 will be judged based on key criteria, including the entrant's creativity in presenting themselves as the "Green Line," technical quality of the video, and consistency with the Fidelity brand. Up to 10 semi-finalists will be chosen and their submissions featured on the YouTube "Be the Green Line" Web page, where consumers can cast their votes between March 2 and noon on March 12 for the top five finalists. Following the voting process, Fidelity will announce the $5,000 final prize winner at the end of March.

"As this is Fidelity's first online video contest, we are excited to see how people interpret the 'Green Line' used in our advertising and integrate it into their personal lives," said Speros. "It also allows Fidelity to speak to an audience that regularly interacts with brands on social media Web sites like YouTube."

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