• by Tanya Gazdik , September 1, 2010

American Express' Members Project and Take Park are partnering with Fox series "Glee" to urge fans to "make a difference" by volunteering, voting or donating.

The collaboration, which kicks off Sept. 1, features TV spots, online and cinema content that is written, directed and produced by the "Glee" creative team and features characters from the show.

In addition, viewers can enter the "Glee" Members Project Sweepstakes wherein Fox will fly 10 winners and their guests to Los Angeles to volunteer with a charity organization alongside members of the cast in December. Details are available at the dedicated microsite at membersproject.com/glee.

Promotional video and online content focus on doing good versus doing nothing, and try to motivate fans to take a step toward making a difference. The on-air content directs people to log on to a microsite and participate in an interactive quiz to find out whether they are more like "Shue" (the good-egg teacher and glee club leader Will Schuester) or "Sue" (the scheming cheerleading coach Sue Sylvester).

The videos will air on Fox (the new season of "Glee" debuts Sept. 21) and via American Express' online promotional channels. Each piece points out: "Some people want to do good. Some don't. Which one are you? Find out at membersproject.com/glee and help make the world a better place."

Beginning Sept. 3, a creative video short debuts in select movie theaters nationwide. An onscreen mobile platform will allow moviegoers to interact with additional content from their handheld devices.

On the Members Project Facebook page, visitors can get a look at the rivalry between Sue and Shue, enter for a chance to volunteer with members of the cast as well as learn more about ways to get involved with the Members Project by earning American Express Membership Rewards bonus points for volunteering, voting for charities to receive funding from American Express, donating funds and American Express Membership Rewards to a favorite charity and sharing unique content with friends.

At Facebook.com/SueSylvester and Facebook.com/WillSchuester, fans of the show can also check out the rivalry between Sue and Shue on each character's Facebook page and Twitter feed. Shue will give fans suggestions on how to give back to their communities.

The partnership is designed to elevate common themes shared by both the TV show and Members Project, including finding inspiration by working together and harnessing the power of the collective and individual actions to do something good, according to Nancy Smith, vice president, Global Media, Content and Community, American Express.

"This partnership brings a new dimension to Members Project and the notion of doing good," Smith says in a statement. "We expect the 'Glee' spirit to mobilize even more people to contribute to their communities and create change."