L± Pocket Encourages Reading on the Subway with Books That Double as Tickets
Laura McQuarrie — June 8, 2015 — World
References: lpm.br & adsoftheworld
In order to celebrate World Book Day and increase the number of people who read for pleasure, pocket book manufacturer L&PM Pocket set up a clever campaign to get people reading on the subway.
L&PM Pocket created a small set of subway-inspired books with hidden RFID tags, so that the books themselves could actually be used as a form of payment to get on the subway. The books were given out for free at a subway station in Brazil and to reiterate the subway theme, the covers were designed to mimic the look of a subway map.
Since the Ticket Books were given out for free, this was a smart way to get people on the subway and give them something to do, creating positive associations around the act of reading.
L&PM Pocket created a small set of subway-inspired books with hidden RFID tags, so that the books themselves could actually be used as a form of payment to get on the subway. The books were given out for free at a subway station in Brazil and to reiterate the subway theme, the covers were designed to mimic the look of a subway map.
Since the Ticket Books were given out for free, this was a smart way to get people on the subway and give them something to do, creating positive associations around the act of reading.
Trend Themes
1. Subway Fare Books - Using books as subway fare creates a unique and interactive reading experience on public transportation.
2. Rfid-enabled Reading - Embedding RFID tags in books opens up opportunities for innovative payment systems and interactive reading experiences.
3. Promoting Reading for Pleasure - Creative campaigns like L&PM Pocket's subway book giveaway encourage more people to engage in leisure reading.
Industry Implications
1. Publishing - The publishing industry can leverage RFID technology to create novel reading experiences and bridge the gap between print and digital.
2. Transportation - Public transportation authorities can explore partnerships with publishers to incentivize ridership through engaging reading initiatives.
3. Marketing and Advertising - Brands can use creative campaigns like L&PM Pocket's subway book giveaway to generate positive brand associations and foster customer engagement.
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