L± Pocket Encourages Reading on the Subway with Books That Double as Tickets

 - Jun 8, 2015
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.