Fidelity risks YouTube treatment with video contest

Fidelity Investments today announced the launch of a video contest challenging aspiring filmmakers to create their own ads portraying the green line the firm uses in its TV commercials.

Fidelity Investments today announced the launch of a video contest challenging aspiring filmmakers to create their own ads portraying the green line the firm uses in its TV commercials.
“We wanted to reach an audience that interacts on social-media sites,” said Steve Austin, a spokesman for Fidelity.
Of course, dabbling in the YouTube universe has its risks. Customers can get mighty creative with brands, sometimes to their detriment. For example, the “smoking Smarties” fad — grounding Smarties candies into a fine dust that kids pretended to smoke — was spurred by how-to videos on video-sharing websites, much to the embarrassment of Ce De Candy Inc., the makers of Smarties.
Fidelity, however, doesn’t anticipate any such embarrassments, Mr. Austin said.
Up to 10 semifinalists will be chosen, and their submissions will be featured on the YouTube Be the Green Line web page (youtube.com/bethegreenline). Consumers can then cast their votes for the top five finalists from March 2 until noon March 12. In ads, Fidelity uses the green line to underscore what it says is its ability to help investors navigate all stages of life with the firm’s financial guidance and investment products.
Fidelity doesn’t intend to make any other videos available for viewing, Mr. Austin said.
Following the voting process, Fidelity will announce the $5,000 final prize winner at the end of March.
All video entries must be submitted by Feb. 19 and meet key requirements to be eligible for the prize. First, the phrase “stay on the line” must be stated in the video. Additionally, “contest entrants must give the impression they are the Green Line through creative interpretation.” And finally, the video must be in English, contain no music and be no more than 90 seconds long.