South Africa-based telecommunications company MTN Group teamed up with ad agency MetropolitanRepublic Group to increase access to books in Uganda, using just print ads and regular mobile phones, in a campaign called ‘The Everywhere Library.’
Full page print ads in the most popular Ugandan newspapers featured an image of bookshelves, with a unique code on the spine of each book. To access a book, users simply entered this number into any mobile phone, and they would immediately receive the full text of the book on the phone, for free.
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From The Gentlemens’ Log:
Via USSD, a simple cell phone technology accessible by feature and smart phones, people could type in a books unique code and download a free copy of the book.