Toronto-based hip-hop and urban lifestyle magazine Urbanology is celebrating five years of publishing with an interactive out-of-home campaign on the TTC. Readers who spot one of the magazine's "Content That Matters" ads on subway cars are encouraged to take a picture and send it to the magazine in order to win a free, one-year subscription. The photos will then be uploaded to social media sites such as Facebook, MySpace, Twitter and Flickr.