Win a Free Amazon Kindle

A competition run entirely through social media, offering an Amazon Kindle. Entry required following the publication's Twitter account and answering a missing word question, with a nudge to like its Facebook page as well. The page stated that the winner would be drawn once the account reached 6,500 followers.

That detail is the interesting one. The prize was not connected to anything the publication covered beyond a parenthetical suggestion that a Kindle is good for reading on the bus, and the mechanism makes the purpose plain: this was audience acquisition rather than editorial.

An offers site links to this address. It is one of three Kindle competitions preserved in this archive, which suggests the tactic was repeated rather than tried once.