The Swedes are an innovative bunch, and the same agency behind many local IKEA campaigns has transformed the tram service in Gothenburg into a sightseeing experience via a mobile app.
For the price of a regular ticket you get a guided tour, courtesy of Västtraffik, piped through your headphones as you pass each notable landmark. These are geo-tagged so the phone’s GPS knows exactly where you are on your journey.
So locals and tourists alike are given a reason to use the tram through this branded content. This is a simple but very well executed idea which could be rolled out in multiple tourist destinations around the world.
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