Bringing a little of the Disney magic to everyone’s daily commute by developing an interactive, heat-activated cover wrap with Metro – rub the genie’s lamp to find a link to the secret competition. This innovative cover wrap instantly brought the printed product to life and encouraged commuters to interact with both the newspaper and the show:
50,000 Metro interactive covers
64% readers recalled the advert
67% of those who read it, acted because of it – beating the 45% benchmark
COMPETITION
3,586 entries (average: 2,063)
7.1% redemption rate (average: 2%)
5, 247 users reached
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