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USPS Uses Spider Man to Promote Priority Mail

The U.S. Postal Service and Sony Pictures are collaborating on a marketing campaign to promote Priority Mail and a movie called “The Amazing Spider-Man 2” due out in theaters nationwide on May 2, 2014.

USPS Chief Marketing and Sales Officer Nagisa Manabe said, “Our Priority Mail products share many qualities with a Super Hero of Spider-Man’s caliber, namely those of speed, agility and reliability. 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.”

The marketing campaign begins this week and continues through the end of May.

The USPS said a centerpiece of the campaign is a television commercial that features Spider-Man circumventing all obstacles in delivering a Priority Mail package to a special showing for fans of movie. The new USPS Spider-Man TV spot is available for viewing on the Postal Service YouTube channel.

The wide-ranging promotion also includes trucks featuring Spider-Man images in major urban centers, in-movie integrated logo placement, limited-edition Spider-Man Priority Mail Flat Rate Shipping Boxes, online and digital banners, Spider-Man postage from self-service kiosks, and retail signs.

The USPS is also making available Spider-Man decorated Priority Mail boxes that can be ordered on a special marketing landing page.

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Ina Steiner
Ina Steiner
Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). Follow her on Twitter at @ecommercebytes and send news tips to ina@ecommercebytes.com.