The campaign, which will run throughout the week, has been designed to reach the valuable urbanite audience outside of Metro’s traditional morning commuting print distribution.
The Tablet Edition is one of the best performing news apps on Apple Newsstand and recently released a version available on Google Play on the Android operating system
The campaign includes adverts that will run on Transvision screens from 4pm Mon-Fri in London’s 10 major overground stations (Cannon Street, Charing Cross, Euston, Fenchurch Street, Kings Cross, Liverpool Street, London Bridge, St Pancras, Victoria and Waterloo). The 20 second advert will appear every 3 minutes and will encourage urbanites to snap a picture of that day’s Tablet Edition front page. These will be tweeted to @MetroUK using #tablet and the consumer’s location. Every day, one lucky winner will have the opportunity to win the latest tablet device. Their name will then appear in lights across London stations.
Ads will run in the print version of Metro each day this week to inform readers of the Tablet Edition ads appearing at rail stations from 4pm everyday. These ads will also contain another chance to win a tablet with image recognition app, Blippar. Readers will be encouraged to download the Blippar app and play an exclusive 3D game off the page on their mobile phones.
The campaign will also extend onto Spotify with audio ads, targeting London’s urbanites, driving awareness of the Tablet Edition and its key features. These will also encourage consumers to download the Tablet Edition via Apple Newsstand or Google Play. Spotify users will also have the opportunity to win a year’s annual membership to Spotify Premium, by clicking on competition display ads within the free version of the online music service. These ads will drive users through to Metro’s Facebook page where they can enter a competition to win.
Finally, the campaign will be supported with in-app advertising across the Ad Mobile Network, targeting Tablet users in London, with a direct call to action to visit Newsstand/Google Play to subscribe to the Tablet Edition.
The campaign comes on the back of Metro’s 13th birthday on Friday 16th March which coincided with the launch of Apple’s new iPad. Throughout its birthday week Metro gave its readers the chance to win one of 13 brand new tablet devices of their choice. Metro also recently announced that its Tablet Edition would be published twice daily during the Olympics.
Bryan Scott, marketing communications director, Metro, said: “Metro’s Tablet Edition is proving to be a fantastic success, and has quickly become one of the most popular news apps in Apple’s Newsstand. We are committed to providing urbanites with more ways to engage with Metro throughout the day, and the tablet edition is the perfect way for them access Metro’s unique blend of news, entertainment, sport and celebrity gossip.
This campaign will help to drive further awareness of our Tablet Edition while introducing elements of gaming that we know our tech-savvy, urbanite audience love.”
