Fidelity Investments is
calling on aspiring cinematographers to submit a video for its "Be the Green Line" contest.
The contest, which runs through Feb. 19 via YouTube, links with Boston-based
Fidelity's ad campaign, which broke in the spring. It features the tagline "Turn Here" 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.
The contest will be primarily promoted via the company's Web site and on YouTube, says a spokesperson.
All video entries must meet the following requirements: The phrase "stay on the line" must be said within the video, contest entrants 14 and older must give the impression that they are the
"Green Line" through creative interpretation, and the video must be in English, contain no music and be no more than 90 seconds in length.
advertisement
advertisement
The response to the new ad campaign has
been tremendous, says James D. Speros, chief marketing officer, Fidelity Investments, in a statement. Feedback has come from comments on social media sites about the TV spots to customers asking for
their "Green Line" during conversations with their financial representatives. "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," Speros says.
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 semifinalists 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 March 12 at noon 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," Speros says. "It also allows Fidelity to speak to an audience that regularly interacts with brands on social media Web sites
like YouTube."