Since Members Project inspires people to give back to communities by voting, donating, or volunteering for charitable organizations we decided to make people want to get involved by enabling them to be a part of this hot show.Our strategy was to create a variety of creative pieces in the voice of Glee that would be relevant and enjoyed by the fans of the show. We featured the show’s characters in a variety of short comedy films, online quizzes and social media channels including the AMERICAN EXPRESS and Glee Facebook pages, as well as public relations and a live event with the cast. Each experience supported Members Project’s key messages.

We accomplished this by turning the usual cynicism on its head and encouraging people to take the first step in volunteering. We also created a program that gave the winners an opportunity to lead by example.

Over 100,000 sweepstakes entries for opportunity to join Glee cast to volunteer time with underprivileged children (10 winners).Earned press coverage worth US$4.2 million .51% of Glee viewers are now aware of Members Project versus 19% non-viewers.AMERICAN EXPRESS brand likeability increased 18%. Perceptions of brand responsibility increased nearly 20%.Over 200 million earned media impressions.Nearly 9 million visits to GLEE and AMERICAN EXPRESS Facebook pages.Members Project Facebook fans grew from 100,000 to 514,000.Volunteer searches on Members Project website increased 34%.Now a lot more people are giving back and engaged with Members Project.