FT.com to move adspend online

Marketing 24-Nov-04

FT.com is to plough its entire fourth-quarter ad budget into a digital marketing drive, marking a move away from traditional advertising.

The newspaper website, which has previously relied on an integrated advertising strategy, is launching an online-only campaign called 'Tools of business' as it seeks to broaden its appeal beyond Financial Times readers.

The centrepiece is an office-based computer game in which players have to collect tools - everyday objects such as a stapler - that are essential in the workplace.

After playing the game, players are invited to register with FT.com.

There is also a viral element, with an option for players to invite friends to compete.

Digital agency Incline, part of WPP-owned GT Network, has developed an online advertising campaign to drive people to the game's microsite, www.ftgame.com.

Email marketing activity targeting FT.com's existing database will run alongside the main campaign.