To put some superhero spidey-power into its promotion of Priority Mail, the United States Postal Service is teaming up with Sony Pictures for the release of the highly anticipated motion picture "The Amazing Spider-Man 2," in theaters nationwide on May 2.
In a campaign to promote Priority Mail and "The Amazing Spider-Man 2," the Postal Service and Sony Pictures are collaborating on a high-profile, multi-channel marketing campaign that continues through the end of May.
"Our Priority Mail products share many qualities with a superhero of Spider-Man's caliber, namely those of speed, agility and reliability," Nagisa Manabe, chief marketing and sales officer at USPS, said. "Like Spider-Man, our priority has always been the people we serve. We pride ourselves on our commitment to public service and delivering for our customers, and we are excited about enlisting Spider-Man to help promote our Priority Mail offerings."
One of the centerpieces of the campaign, which includes direct mail, digital and social media elements, is a television commercial that features Spider-Man circumventing all obstacles in delivering a Priority Mail package to a special showing for fans of "The Amazing Spider-Man 2."
USPS linked up with Sony Pictures through their mutual media agency, Universal McCann, and DNA Productions to create the television spot with renowned directors, Rich Lee and Marc Webb, director of "The Amazing Spider-Man 2."
Viewers can watch the new USPS/Spider-Man TV spot on the Postal Service's YouTube channel at: www.youtube.com/user/uspstv.
"While we always knew about the breadth and reach of the Postal Service, it was exciting to learn about the everyday heroism of its employees," Dwight Caines, president of theatrical marketing for Sony Pictures, said. "Those traits make this partnership the perfect fit for co-branding and cross-promoting 'The Amazing Spider-Man 2.' We are constantly seeking creative ways to promote our films, and the Postal Service couldn't have been a better choice."
The campaign also parallels with the beloved superhero by highlighting the courageous acts of the postal workforce. One such example is Isagani Ravelo, a letter carrier in Virginia who saved a person's life when he heard a customer in distress calling for help.
He entered the home to find an elderly woman with severe head injuries resulting from a fall. He immediately performed first-aid to stop bleeding and called an acquaintance of the accident victim for assistance, as the victim requested.
Last year, the Postal Service recognized 262 postal employees for heroic acts in the Postmaster General's heroes program.
Kathleen Swanson is a spokeswoman for U.S. Postal Service.