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FT Financial Times FT Weekend

FT launches £10,000 social competition to drive awareness of FT Weekend app launch

By Angela Haggerty, Reporter

July 9, 2014 | 2 min read

The Financial Times is launching a three-month competition and social campaign designed to change the public perception of its FT Weekend app, which launched last week.

Competition: The social campaign will run for three months

The #myFTweekend competition opens today and invites users to submit a 100-word description of their idea of a ‘perfect FT weekend’. Users can share their entries on social media after entering via a microsite and invite people to vote for them. The 10 best entries will go in front of FT Weekend editor Caroline Daniel to be judged, and the FT will create the winner’s perfect weekend on a budget of £10,000.

The campaign is the latest stage of a global brand campaign for FT Weekend that has run this year, and the title hopes to broaden the perception of the FT as more than a finance and economics title.

Claudia Turner, head of brand and consumer marketing at FT, told The Drum: “This is an extension of the global brand campaign we’ve been doing for FT Weekend which is really focused around the three pillars of life, art and culture.

“Earlier in the year, the idea of the campaign was really to change perception of FT Weekend and how either new or existing readers view our content.”

The campaign runs in the UK, US, Hong Kong and Singapore. The FT will use data from competition entrants to drive subscriptions through email marketing activity.

FT Financial Times FT Weekend

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