Its true. You can easily lose your valuables on the New York subway

Email addresses and cell phone numbers were the most popular items taken, specially if there was a clever ad to tempt you into handing em over. This was part of The Economist DOOH initiative to increase awareness, subscriptions and sales in the states. Using MTA’s on the go touch screen digital network commuters could tap the screen and enter their cell phone number or email address to get a free article sent direct to phone or desktop. The ads referenced the United States presidential election seen through The Economist’s impartial and in depth coverage. The ads were seen by 42,000 commuters. They displayed on 18 stations across New York and ran for 15 seconds every 2 minutes. The campaign lasted 4 weeks

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