Published: September 01, 2010
Members Project from American Express Partners with FOX's "GLEE" to Mobilize Fans for Charity Call to Action
NEW YORK - (BUSINESS WIRE) - Members Project from American Express and TakePart have
partnered with FOX's critically acclaimed, award-winning hit series GLEE
on a new, first-of-its-kind campaign that provides fans with a passion
for giving back an opportunity to take small steps to make a big
difference - all with the lighthearted and inspirational voice for which
GLEE is known.
Kicking off today, Wednesday, Sept. 1,
the collaboration will feature an innovative mix of original television,
online and cinema content written, directed and produced by the GLEE
creative team and featuring everyone's favorite GLEE characters. The
partnership is designed to elevate common themes shared by both GLEE and
Members Project, including finding inspiration by working together and
harnessing the power of the collective and individual actions to do
something good.
"We are very excited to be able to engage with the incredibly passionate
fan base of GLEE, and we hope to inspire even more people to do
something good for their community through this partnership," said 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. We expect the GLEE spirit to mobilize even
more people to contribute to their communities and create change."
"We collaborated with American Express to develop an initiative with
GLEE to inspire people to take action and to make a difference," said
Jean Rossi, President, FOX One and Executive Vice President, Sales, FOX.
"The partnership is built on the spirit of GLEE's unique brand of fun to
encourage people to get involved in anything from arts education to the
environment."
GLEE and Members Project have created a broad spectrum of promotional
video and online content in the distinctive voice of the series to spark
dialogue about doing good versus doing nothing and to motivate fans to
take a step toward making a difference. The on-air content directs
people to log on to membersproject.com/glee
and participate in an interactive quiz to find out if they are more like
"Shue" (good through and through like teacher and glee club leader Will
Schuester) or "Sue" (bad to the bone like scheming cheerleading coach
Sue Sylvester). Participants can follow the conversation between Shue
and Sue on Facebook through the Members Project community page and GLEE
pages, and learn about ways to take action by volunteering, voting or
donating through Members Project.
The multi-dimensional campaign is composed of the following elements:
On-Air
-
Members Project Moments: Promotional vignettes featuring "Sue"
(Emmy Award winner Jane Lynch), "Shue" (Emmy Award nominee Matthew
Morrison), "Rachel" (Emmy Award nominee Lea Michele), "Finn" (Cory
Monteith), "Mercedes" (Amber Riley), "Kurt" (Emmy Award nominee Chris
Colfer), "Tina" (Jenna Ushkowitz), "Artie" (Kevin McHale), "Puck"
(Mark Salling), "Brittany" (Heather Morris) and "Santana" (Naya
Rivera) will air on FOX 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."
In-Cinema
-
In-Cinema Creative: Beginning Friday,
Sept. 3, a creative video short promoting GLEE and Members
Project starring "Sue Sylvester" and created by the GLEE team,
including creator Ryan Murphy and the series writers, debuts in select
movie theaters across the country. Moviegoers' experience will also be
further enhanced by Screenvision, which will utilize an onscreen
mobile platform allowing them to interact with additional content from
their handheld devices.
Online
-
MembersProject.com/Glee: All videos will direct fans to this
site that features an interactive quiz asking visitors: "Are you a Sue
or a Shue?" Visitors will have an opportunity to learn more about
Members Project and how they can participate in the program.
-
Facebook.com/MembersProject: 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 of GLEE as
well as learn more about ways to get involved with 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.
-
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 even give
fans suggestions on how to give back to their communities. Follow them
on Twitter at @S_SylvesterGLEE and @W_SchuesterGLEE.
-
MembersProject.com: Here, visitors can learn more about Members
Project, an innovative online initiative in partnership with TakePart
that empowers everyone to get involved in a variety of ways, including
volunteering time at a local organization (both in-person and
virtually), voting for their favorite charity to receive funding or
donating to a worthy cause.
Volunteer with the Cast
-
GLEE Members Project Sweepstakes: In addition to earning
American Express Membership Rewards bonus points for volunteering,
Facebook users 18 and over can enter for a chance to volunteer with
members of the cast of GLEE. FOX will fly 10 winners and their guests
to Los Angeles to volunteer with a charity organization alongside
members of the cast in December. More details and full official rules
are available on the Members Project Facebook page at facebook.com/membersproject.
ABOUT MEMBERS PROJECT
Members Project, an innovative online initiative presented by American
Express and TakePart, believes that everyone can help change the world
for the better, one step at a time. Whether it's volunteering time,
voting for a favorite charity to receive funding from American Express,
donating or sharing stories with friends, Members Project enables people
to log on and decide how they'd like to take action. Cardmember or not,
anyone who is at least 18 is invited to register online at
MembersProject.com in order to find out the many ways in which they can
do good. Through Members Project, people can find volunteer
opportunities that are right for them and get rewarded for their time by
earning Membership Rewards bonus points. Everyone is invited to join
the conversation and share their Members Project experiences using
Facebook and Twitter and #AmexMP to tag their tweets.
ABOUT AMERICAN EXPRESS
American Express is a global services company, providing customers with
access to products, insights and experiences that enrich lives and build
business success. Learn more at americanexpress.com and connect with us
on facebook.com/americanexpress,
twitter.com/americanexpress
and youtube.com/americanexpress.
ABOUT "GLEE"
Premiering Tuesday, Sept. 21
(8:00-9:00 PM ET/PT) on FOX, GLEE is a biting musical comedy about a
group of eager and ambitious students who strive to outshine their
singing competition to win Nationals while navigating the cruel halls of
McKinley High that has quickly become a pop-culture phenomenon. Last
season's highest-rated new scripted series boasts critical acclaim, a
loyal fan base of "GLEEks," two certified Gold albums, more than 10
million song downloads, an incredible 19 Emmy nominations - earning it
the distinction of being the most-nominated series of the year - and
four Emmy Awards. To top it off, the genre-defying, award-winning series
has been picked up through its third season. GLEE is produced by Ryan
Murphy Television in association with 20th Century Fox
Television. Ryan Murphy, Brad Falchuk and Ian Brennan are co-creators of
the series. Murphy, Falchuk, Dante Di Loreto and Ian Brennan serve as
executive producers. Become a fan of GLEE on Facebook at facebook.com/glee
and follow the series on Twitter at twitter.com/gleeonfox.
ABOUT FOX BROADCASTING COMPANY
Fox Broadcasting Company (FOX) is a unit of News Corporation and the
leading broadcast television network among Adults 18-49. FOX finished
the 2009-2010 season at No. 1 for the sixth consecutive year - a
broadcast television industry record - while continuing to dominate all
network competition in the more targeted Adults 18-34 and Teen
demographics. This past season, FOX ranked No. 1 in the November
broadcast television sweep, winning by the largest margin of victory
achieved by any network in the November sweep in five years, and
garnered its first fall season win ever among Adults 18-49. FOX airs 15
hours of primetime programming a week as well as late-night
entertainment programming, major sports and Sunday morning news.
FOX
Elissa Johansmeier,
212-556-2567
elissa.johansmeier@fox.com
or
Tracey
Raftery, 310-369-1425
tracey.raftery@fox.com
or
American
Express
Caitlin Lowie, 212-640-2921
caitlin.m.lowie@aexp.com
or
PMK*BNC
Heter
Myers, 212-373-6111
heter.myers@pmkbnc.com
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