New taxi-hailing app in Tokyo offers free rides paid by ads

Mobile service provider DeNA Co. has launched a free taxi-hailing service with "zero yen" rides available in Tokyo in 50 cars in the first round of a campaign running through the end of the year.The body and the inside of the cabs will feature ads for instant noodles from sponsor Nissin Foods Holdings Co. Nissin will foot the bill for the rides, which will be provided through DeNA's MOV app.The journeys for this campaign will be limited to Tokyo's 23 wards, and passengers will have to pay the regular fare for a journey outside those wards.Passengers can use the service by specifying the loc…READ FULL ARTICLE