Metro has today (6th July) joined forces with the new West End musical Aladdin to create a glossy cover wrap with a difference – on 50,000 copies of the newspaper in London.
For the very first time, Metro has used thermochroic ink to create an interactive experience for commuters in the capital. A heat sensitive patch is positioned on the image of Genie’s lamp on the front cover of the paper and once rubbed, reveals a hidden message to readers with the opportunity to win one of three magical prizes.
Winners will all enjoy four top price tickets to see Aladdin live at Old Compton Street’s Prince Edward Theatre, with the top prize including a backstage tour and an overnight stay.
Metro’s in house creative agency, Story brought the innovative idea to Shine Creative Solutions ahead of the popular musical opening in London and the agency realised the exciting impact it would have with Metro’s valuable audience.
Sophie Robinson, Creative Director, Metro said: “We love any opportunity to showcase original and creative advertising solutions. This fun partnership with Aladdin has given us the chance to celebrate yet another Metro first and the use of thermochroic ink should provide 50,000 lucky readers with a memorable interactive experience on their morning commute. I hope their wishes come true!”