Random House of Canada is taking its strategy for creating short video content related to book launches into the digital out-of-home space in a partnership with Toronto-based OneStop Media Group (OMG) and Art for Commuters (A4C).

Three one-minute videos, produced by artist Leslie Loksi Chan, were created to promote the August 5 launch of Andrew Pyper’s new book, The Killing Circle. The aim is to bring the text to life on hundreds of OMG’s LCD monitors in the TTC’s subway system, reaching over a million people daily, until August 15.

Each video references a different part of Pyper’s book. The three parts will each air for three days until the last two days of the promo, when all three will replay sequentially. The videos include a push to online, where the videos can also be viewed on demand and users can enter a contest to win a $500 library of books.

‘In a world where it has become almost impossible to get a video to the surface of online properties such as YouTube, Random House of Canada is always looking for innovative and measurable ways to get more eyeballs on its books,’ says Random House of Canada’s VP and director of online sales and marketing Lisa Charters. ‘Reading and riding the TTC go hand and hand. Combine that with the fact that Andrew Pyper is a Toronto author and the setting of his new book The Killing Circle is Toronto, makes this a perfect environment and medium for the launch of the book.’

OMG president Michael Girgis says, ‘Random House of Canada has tapped into a massive hyper-targeted captive audience and discovered an engaging way to promote books, while A4C has discovered yet another way of weaving more art-inspired content to our viewers’ daily commute.’ A4C is also known for its work on the Toronto Urban Film Festival, another initiative powered by OMG.