The best part of a train journey is watching the landscape glide past your window. But the Rhätischen Bahn (RhB), a railway that enables tourists to visit the Grison Alps in Graubünden, Switzerland, decided to make the experience even more fun. As well as potentially rewarding.
It placed huge round signs numbered 1 to 20 at strategic points along the route. Passengers were encouraged to snap the signs with their phones and use the results to play the RhB/Graubünden online lottery at the end of their trip. They could win gifts linked to the train or the magnificent region itself.