Metro has partnered with Clear Channel to launch its latest NFC and QR code campaign on 10,000 bus shelters in the UK.

Accompanying outdoor advertising will encourage commuters to tap or scan their smartphone on the interactive tags on Clear Channel’s Adshel bus stops in order to access content from Metro, via a landing page banner which directs user to its mobile site.

For consumers, it seems like an overcomplicated way to access a URL as simple as Metro.co.uk, though it will enable the publication to track where those readers have come from.

“We’re delighted to partner with Clear Channel on this innovative and insightful mobile campaign,” Said Bryan Scott, marketing communications director at Metro. “Urbanites on the move will be able to access content from our fully mobile responsive website simply by scanning the interactive tags. More than 50 per cent of our website traffic now comes from mobile devices; and this partnership gives us an easier way to connect with our busy, on the move consumers.”

The campaign will be supported by ads in Metros publications, and will run for an initial period of three months.