This amazing guerrilla marketing campaign by Vodafone and Humanitas has created a life-size physical digital library inside the Bucharest subway that is serves the purpose of an e-bookstore.
The subway has been covered in bookshelf prints that let the passengers browse for a quick read on the subway and actually download them through the QR codes included on the prints. Most downloads on there are portions of the e-books that lets the reader purchase the book if they like it while some of them are fully free e-books for people who do not wish to pay.
The idea is wonderfully artistic and effective in its attempts at showcasing the importance and uses of mobile technology as well as the marketing of the books themselves. It showcases where we stand in the historical timeline so acutely and beautifully well.
Scannable Subway Libraries
The Physical Digital Library in Bucharest Subway Lets Passengers Read
Trend Themes
1. Physical Digital Libraries - Creating physical spaces that combine the convenience of digital access with the tangibility of physical books presents an opportunity for disruptive innovation.
2. Guerrilla Marketing - Using unconventional and creative marketing tactics, such as transforming subway stations into interactive bookstores, can capture attention and generate buzz for a brand or product.
3. QR Code Integration - Integrating QR codes into print materials allows for seamless digital access and provides measurement metrics for engagement, opening up possibilities for targeted marketing and customized experiences.
Industry Implications
1. Publishing - The publishing industry can leverage physical digital libraries to attract and engage readers, explore alternative revenue models, and adapt to the digital age.
2. Mobile Technology - Advancements in mobile technology can enable the creation of interactive and immersive experiences that bridge the gap between the digital and physical worlds.
3. Out-of-home Advertising - Out-of-home advertising agencies have the opportunity to push creative boundaries by transforming public spaces into interactive platforms, resulting in memorable brand experiences.