New York's Metropolitan Transit Authority recently announced that it plans to sell advertising on the front of the MetroCard. But can those ads actually be engaging... perhaps even fun? Wayne Congar and Brendan Bilko of creative and branding consultancy Mayday Mayday Mayday think so.
The team wants to turn the MetroCard into something more than just a travel pass. Instead each card could be part of a big puzzle, with each piece providing a small portion of a larger image. The aim is to give riders incentive to collect MetroCards or join with others to put them together, engaging them in an urban game of sorts.
"We thought about how advertisers can create a campaign that changes commuters' relationships with the MetroCard," they explain. "Where rather than purchasing any card, they're hoping the one that comes out of the machine is a specific one, the missing piece of a billboard or window display or artwork."
