IDEA: Take the theme of a national TV spot and transplant it to an online video contest.
CONCEPT: Fidelity Investments' “Turn Here” TV campaign uses a green line snaking through homes and along city streets to symbolize helping investors navigate all stages of life. Fidelity took the green line concept and transported it to a YouTube video contest, “Be the Green Line.” The UGC contest asks entrants to create a 90-second video incorporating the phrase “Stay on the line.” Contestants must also give the impression they are on the green line throughout the video. The finalists' videos were viewed last month after a public vote was taken. The grand prize is $5,000.
BENEFITS: Reach a younger demographic in a very viral format. Get everyday people to interpret a key component of an ad campaign and then incorporate it into their personal lives.
