Mas Por Mas created a paper towel dispenser that is connected to their news feed to increase traffic to their site.
These days anyone can access the latest news from a wide array of platforms. People can go online through their computers or mobile devices and access news websites, read the latest in current events through apps or text messaging services, or they can go the traditional way – buy a paper from the local newsstand. There are so many sources of information that news websites and companies are constantly finding ways to get people to use their services.
One newspaper in Mexico recently tried a unique way of getting people’s attention — by providing them breaking news printed on paper towels.
Mas Por Mas is a highly-circulated free newspaper that reached the top ten of Mexico’s largest circulation in only three years. The newspaper wanted to get more people to visit their website and worked with agency FCB Mexico to create a paper towel dispenser that printed out real-time news on the paper towels every time someone took a sheet to wipe their hands with.
FCB Mexico installed a printer inside the paper towel dispensers and connected them to the paper’s daily newsfeed via WiFi. Sensors were also built into the system to enable the machine to detect the presence of hands, and every time it detected someone’s hands, the dispenser printed out the latest news on the paper towel. The printer used a special kind of powdered ink that could be used in paper towels since it does not leave any stains on the hands.
The custom paper towel dispensers were placed in different corporate office buildings, malls and cinemas around Mexico City. The campaign aimed to encourage bathroom users to follow the news and visit the paper’s website.
Each paper towel news printed that came out of the custom paper towel dispensers included a QR code that directed people to the website of the Mexican newspaper. According to the video about the project released by FCB Mexico, the unique visitors to the paper’s website increased by 37% in the first two weeks.
Take a look at the video about the campaign below.
[h/t] Creativity Online