AMEX partners with Fox's Glee to encourage volunteering and donating
Published September 03, 2010
Leveraging the broad fan base of Fox's new TV show Glee, American Express and Take Park are launching a multichannel marketing campaign, encouraging viewers to "make a difference" in their communities.
The initiative urges consumers to actively volunteer, donate and vote through a series of television, online and cinema advertisements. The spots directs users to a microsite, where they can take interactive quizzes to see if they are more like Shue (the show's active teacher) or Sue (a scheming coach).
Additionally, participants can enter a sweepstakes through the microsite. The 10 winners and their guests will be flown to Los Angeles, where they can work alongside the cast of Glee on volunteer projects.
"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," Jean Rossi, president of Fox One and vice president of sales, said in a statement.
The multichannel marketing campaign is set to go live in conjunction with the new season of Glee, which starts on September 21.