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# Subway Fare Books
L&PM; Pocket Encourages Reading on the Subway with Books That Double as Tickets

By Laura McQuarrie | Published 2015-06-08 | World
Source: Trend Hunter, https://www.trendhunter.com/trends/reading-on-the-subway
References: [adsoftheworld](http://adsoftheworld.com/media/dm/lpm_ticket_books) & [lpm.br](http://www.lpm.com.br/site/default.asp)

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.

## Trend Insights (Trend Hunter)

- Score: 4.0/10
- Popularity: 34% | Activity: 77% | Freshness: 8%
- Audience gender: 50% men, 50% women
- Primary generations: Millennial, Gen X
- Top markets: South America

## Categories

[Trend Hunter](https://www.trendhunter.com/trends) > [World](https://www.trendhunter.com/world) > [Travel](https://www.trendhunter.com/travel)

## Key Themes

### What Makes This Trend Stand Out

- **Subway Fare Books:** Using books as subway fare creates a unique and interactive reading experience on public transportation.
- **Rfid-enabled Reading:** Embedding RFID tags in books opens up opportunities for innovative payment systems and interactive reading experiences.
- **Promoting Reading for Pleasure:** Creative campaigns like L&PM Pocket's subway book giveaway encourage more people to engage in leisure reading.

### Sectors Adopting This

- **Publishing:** The publishing industry can leverage RFID technology to create novel reading experiences and bridge the gap between print and digital.
- **Transportation:** Public transportation authorities can explore partnerships with publishers to incentivize ridership through engaging reading initiatives.
- **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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