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.