Westfield Stratford City, Europe’s largest urban shopping centre, has launched a Facebook competition encouraging the public to re-invent an East End classic for the chance to win up to £10,000.
The campaign is designed to promote the regeneration of the London borough of Newham, home to the new shopping centre.
To enter the competition – entitled Create Your Take – participants must upload imagery representing their take on certain classics, such as the Hoxton Fin hairstyle or Lily the Pink song.
The prize fund will be determined by the number of ‘likes’ (up to £10,000) and the overall winner is the entrant who receives the most votes.
Unique spot prizes contributed by eight retailer/brands opening at Westfield Stratford City will also be awarded by selected external bloggers.
In addition to the Facebook campaign, Westfield Stratford City has launched a website (westfield.com/stratfordcity2011) exploring the theme of re-invention, both at the new Westfield Stratford City and across East London.
The website aims to celebrate the rich diversity of the area while providing key centre information to consumers.
Visitors to the website can add and share their experiences of East London and plan a trip to Westfield Stratford City through an interactive live map.
Myf Ryan, general manager marketing at Westfield, said: “We’re excited to involve East Londoners in the launch of Westfield Stratford City through social media. The design of the website, with the use of real materials from the centre, reflects the offline experience of Westfield Stratford City and we are pleased to be working with the Story team to bring this to life online.”