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.
Subway Fare Books
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