Viral Activity To Boost Interest In FT

The Financial Times has launched a viral campaign to build a closer relationship with its readers, featuring an interactive business management game, In the Pink.

Sponsored by Bank of Scotland Corporate, the innovative game invites players to take on the role of a company CEO, fighting their way to the top of a leaderboard against rival ‘CEO’ players.

The game carries a top prize of £10,000, with players required to grow the value of their ‘business’ by using FT.com to make intelligent financial decisions.

In addition to playing well, participants can boost their score by entering a “bonus code” printed in the Saturday and Wednesday editions of the FT.

The game is due to end on 25 June, although weekly prizes will also be awarded to the most improved player, regardless of their league position. Prizes up for grabs include a year’s subscription to the FT, a Tom Tom GPS Navigation System, an Apple iPod and a Philips Widescreen TV.

The game will be supported by a marketing campaign, including online advertising on Lastminute.com and Classic FM. Press advertising within the FT and a point of sale campaign with 2,500 UK retailers will also boost the activity’s profile.

Frances Brindle, FT marketing director, explained the activity, stating: “In the Pink is an exciting, innovative way to raise awareness of FT.com and position the site as an essential tool for success in business.”

Players can enter the competition by visiting www.ftinthepink.com and registering their details.

Financial Times: 0207 873 3000 www.ft.com