FT attracts youth with text campaign

Another one from Brand Republic... the Financial Times is running a campaign offering free copies of the paper via mobile phone vouchers in newsagent chain Martin McColl (in SE England). The vouchers are being promoted in-store and also text message (does this mean they've used bought in lists I wonder?). The FT is particularly keen to attract a younger readership.

If you accept the voucher, available via text message, you can get a free copy of the paper for two weeks. The voucher is validated through mobile phone top-up terminals and via e-pay.

This sounds great. Unfortunately, I don't have a Martin McColl newsagent anywhere nearby. So if any reader does pop by one of these newsagents, would they mind trying out the campaign and letting me know how it works please?