The 'Love Life' promotion offers readers the chance to win prizes in four categories: travel, fashion, household and well-being, each worth HK$50,000 (US$6,410).
Sponsoring the promotion are British Airways, Indigo, Lane Crawford and Pure Fitness.
The site works through a viral email sent out to a core database of SCMP readers. Recipients of the email are then asked a few short questions on personal details and reading habits -- such as which sections they read and how often, enabling the SCMP to gain valuable reader insights.
Participants are then encouraged to forward the email on through their own personal inbox and incentives are offered for doing so, with a higher chance of winning prizes.
Participants also improve their chances of winning by answering questions from the Life section, with the aim of encouraging occasional readers to become regular readers.
The SCMP teamed up with Web Guru Asia for the promotion, which will run for six weeks. Alex Moore, managing director at Web Guru, said the digital marketing specialist worked closely with the SCMP in order to come up with a relevant and effective concept, in addition to designing the copy and creative on the site.
According to Moore, the site received several hundred hits on its first day.
The promotion has been advertised through full-page ads in the SCMP, as well as blast email bulletins sent out to existing SCMP readers.
Viral promotion plugs SCMP revamp
Leading English-language daily The South China Morning Post has launched a viral marketing campaign aimed at attracting readers to its newly-revamped Life de-partment in its City section.