Brand content that’s baked into the product

We see a lot of brand content that promotes a product or shows the experience or lifestyle around using a product — but what I like here is that the brand content creates a new reason to use the product (in this case the Gothenburg tramway).

Forsman & Bodenfors turned the tramway service into a sightseeing service by launching a mobile app called “Tram Sightseeing” and for the price of a tram ticket you get a guided tour. You simply put your headphones on and listen to the app telling you about the sights as they pass outside the tram window. The sights are geotagged and thanks to the GPS in your phone, the app knows exactly where you are.

For their efforts they picked up a gold pencil at the One Show Awards.