Mobile game app maker Playtika advertising took over subway and train car interiors in metro cities in the United States to market its "Grand Harvest" game. All of the interior advertising space of certain subway and train cars in Chicago and half of the same in NYC and Los Angeles were dedicated to Playtika's gaming app.
The ads immersed subway and train riders with alternating creative messaging about the app in a captive setting. Being the only advertiser on one or both sides of the subway car draws attention to the ads. This kind of takeover-advertising of subway and train car interiors is sometimes referred to as a "half brand" or "full brand".
And with expanded cell phone coverage and WiFi in many of the areas where the subway and train cars travel, riders may download the app quickly and get started playing.
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