MutualFundWire.com: Ned Johnson Bonds with the YouTube Crowd

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Tuesday, January 12, 2010

Ned Johnson Bonds with the YouTube Crowd

Fidelity is dangling a $5,000 prize for its "Be the Green Line" video contest, the first ever online competition the Boston-based mutual fund giant is sponsoring. Fidelity is accepting video submissions through YouTube (click here to view the YouTube "Be the Green Line" Web page) until February 19 and will announce the winner in March.

The competition is an offshoot of Fidelity's "Turn Here" ad campaign, which was launched in March of last year. The campaign was created by Boston-based agency Arnold Worldwide.

Asked if the winning video will be Fidelity's new ad, company spokesperson Steve Austin told The MFWire that "there are no plans at this point."

To be eligible for the online contest, individuals must be at least 14 years old. The phrase "Stay on the line" must be said in the video, which should be music-free and last no more than 90 seconds. Hopefuls must "give the impression that they are the 'Green Line' through creative interpretation," according to a news release.

Fidelity will choose up to 10 semi-finalists using criteria such as creativity, technical quality, and consistency with the Fidelity brand. Videos of the semi-finalists will appear 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.

Fidelity will reveal the winner at the end of March.

The contest "allows Fidelity to speak to an audience that regularly interacts with brands on social media Web sites like You Tube," said James D. Speros, Fidelity's chief marketing officer, in a release.

Company Press Release

BOSTON, Jan. 12, 2010 - 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 length1. 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."

About Fidelity Investments

Fidelity Investments is one of the world's largest providers of financial services, with assets under administration of nearly $3.2 trillion, including managed assets of nearly $1.5 trillion as of Nov. 30, 2009. Fidelity offers investment management, retirement planning, brokerage, and human resources and benefits outsourcing services to over 20 million individuals and institutions as well as through 5,000 financial intermediary firms. The firm is the largest mutual fund company in the United States, the No. 1 provider of workplace retirement savings plans, the largest mutual fund supermarket, a leading online brokerage firm and one of the largest providers of custody and clearing services to financial professionals. For more information about Fidelity Investments, visit Fidelity.com.