Brand That Mailbox!

During a recent visit, my boyfriend’s father shared that the struggling U.S. Postal Service is exploring new revenue streams. One consideration is to have brand advertising displayed on their delivery trucks. This is a logical fit as their trucks are on the constant move in every neighborhood in America. But plenty of trucks and taxicabs carry branding, so there’s nothing unique enough there to attract potential advertisers (besides the sheer volume of their fleet). Disruptive media — the unexpected — always makes for a more successful pitch.

For example, in NYC, we like our random encounters with painted cows, painted pianos and other forms of abstract public art. This summer, huge baseballs have been popping up all over the city. Yes, they make for a great photo op, but they’re really to promote the 2013 MLB All-Star Game to be held at Citifield.

PaintedCowPaintedbaseballs

So how about branding the USPS mailboxes?

Let’s light up those permanent blue fixtures that blend into street corners. Make them pop! Branded campaigns can include treasure hunts, where random mailboxes contain clues that lead to another mailbox…and then another mailbox. Since the number of letters being mailed is on the decrease, give people a reason to stop at the blue box — to tweet a clue, scan a QR code and get in on the hunt!

NYCMailbox

Today, it’s easy to wrap just about any structure in branding and a mailbox isn’t that big. It can be part of a Geocaching adventure, sponsored by Ford Explorer. Or a simple heads-up that McDonald’s is up one avenue.

With digital banner blindness on the rise, Out of Home advertising is what stops people in their tracks. It can also be the kickstart component that brings an Integrated Campaign to life.

Come on, USPS, Make My DigiDay!

Rainbow

Advertisements

One thought on “Brand That Mailbox!

  1. I love this. You are a brilliant marketer with your finger on the pulse of what is popping. Keep them coming!

    From: Make My Digi Day Reply-To: Make My Digi Day Date: Tuesday, June 25, 2013 5:54 PM To: Office 2004 Test Drive User Subject: [New post] Brand That Mailbox!

    WordPress.com RainbowKirby posted: “During a recent visit, my boyfriend’s father shared that the struggling U.S. Postal Service is exploring new revenue streams. One consideration is to have brand advertising displayed on their delivery trucks. This is a logical fit as their trucks are on t”

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s