Today, free UK newspaper Metro announced the launch of a targeted consumer marketing campaign in London aimed to increase readership of its tablet edition, according to a press release. The campaign, which will continue for the rest of the week, aims to reach the “urbanite” audience that falls outside of Metro’s commuter distribution areas.
Advertisements will run on digital screens in London’s major train stations, in the print editions of Metro, on the music streaming service Spotify and through in-app ads, the release said.
The station ads, starting at 4pm each day, instruct viewers to take a picture of the front page of Metro’s tablet edition and then tweet the photo to @MetroUK with the hashtag #tablet and the viewer’s location, from which one winner will be chosen per day. Each day’s winner will then be entered for the chance to win a tablet.
The print ads include information about the tablet edition ads at train stations, but also instruct readers to download Blippar, an image-recognition app, on their mobile phones to play a 3D game, from which they will also have a chance to win a tablet, the release said.
Metro’s ads on Spotify offer consumers yet another chance to win something: by clicking on display ads, users are directed to Metro's Facebook page where they can enter to win a year-long membership to Spotify Premium.