The city-centric free newspaper’s first consumer marketing campaign comes ahead of parts of London’s Tube and Overground becoming wi-fi enabled. It centres on digital outdoor with print ads in Metro and digital ads on Spotify and hopes to get commuters into the habit of downloading the digital edition of the paper on tablets. Outdoor screen ads will encourage people to photograph the day’s tablet edition and their location for a chance to win a tablet with winners’ names “up in lights” across the transit stations. Print ads running in the paper will contain another chance to win a tablet with image recognition app, Blippar. Readers will also have the opportunity to play a 3D game off the page on their mobile phones.