Believe it or not, creating a campaign featuring Spider-Man himself and generating over 2.5 billion impressions, drove online consumer engagement and orders and unified two brands (USPS and Sony) through TV spots, digital media, on-air integrations, mail packaging, and stamps... started as Bukowsky says, as a mistake.
When the USPS was looking for ideas on how to increase perception of their Priority Mail service, we locked ourselves in a room with all sorts of snacks, drinks, and mailroom paraphernalia and started looking for ideas.
When we discovered that the brand was associated with speed, reliability, and caring for the people, someone in the room mentioned that those sounded like superhero powers.
That was the beginning of this media campaign where Spider-Man joins forces with the USPS on a very important mission: delivering his own film on the night of its premiere.
We created TV spots, digital media, on-air integrations, and even mail packaging, and stamps. The campaign delivered over 2.5 billion impressions and drove both online consumer engagement and Priority Mail box orders.