Shipping with Spider-Man and USPS

Spiderman shipping

To put some Super Hero Spidey-power into its promotion of Priority Mail, USPS 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, 2014.

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 begins this week and continues through the end of May.

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 (UM), 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 youtube.com/user/uspstv.

The campaign parallels with the 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.

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. Inspired by Spider-Man’s comic book heritage, the campaign will feature graphic renderings as a story-telling vehicle and feature stories of ‘USPS super heroes’ – real-life Postal Service employees delivering for their customers.

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