Since its “Be on the green line” advertising and marketing campaign has resonated so well with customers, Fidelity has launched a “green line” video contest on YouTube.com that will pay $5,000 to the best video that interprets what that guidance means. Entrants are asked to give the impression that they are the “green line” in a well-produced video no longer than 90 seconds, that contains no music, that is in English and that features the Fidelity brand in a consistent manner.

The deadline for the submissions is Feb. 19. Entrants must be age 14 or older. Up to 10 semi-finalists will be featured on the YouTube “Be the Green Line” webpage, where consumers can cast their votes between March 2 and March 12 for the top five finalists. Fidelity will make the final selection for the top prize winner at the end of March.

 

“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 of Fidelity.

 

“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,” he added. “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. It also allows Fidelity to speak to an audience that regularly interacts with brands on social media websites.”

Subscribe Now

Access to premium content including in-depth coverage of mutual funds, hedge funds, 401(K)s, 529 plans, and more.

3-Week Free Trial

Insight and analysis into the management, marketing, operations and technology of the asset management industry.