My Perfect FTWeekend is an annual competition that gives Financial Times weekend readers the chance to win their ideal weekend getaway. The competition website was built to allow readers to submit ideas with text, video and photos. Harnessing existing FT Weekend-owned imagery, paired with a dynamic Snapchat video sign up process, we were able to build a successful website with over 2000+ entries.
Life. Arts. Culture. are the three pillars of the FT Weekend magazine, so connecting these with the competition was imperative to inform any possible new readers that signed up as a result of taking part in the competition. Through the use of colours and imagery, we were able to visualise the difference in categories from the landing page header right through to the entry process.
The key element of the competition was a feature that allowed people to vote for their favourite entries. This gamification of the website brought people back to the site as entries were able to be shared on social media. This simple but effective element was important to get right in the design process and resulted in a big difference in entries and amount of traffic to the site.