Does whatever a spider can
Spins a web, any size,
Delivers mail, so watch the skies.”
Wait, those aren’t the lyrics? Someone better tell the US Postal Service.
In a world in which brands and blockbuster movies are pairing off faster than teenagers before prom, the latest movie/business cross-promo coupling is between the Postal Service (specifically Priority Mail) and “The Amazing Spider-Man 2,” set to hit theaters May 2. The USPS and Sony Pictures are collaborating on a multi-channel marketing campaign that will run through the end of May.
Not sure the Postal Service has much in common with the web-slinging superhero? The Chief Marketing and Sales Officer at USPS, Nagisa Manabe, would beg to differ, saying in a statement:
“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.”
While the campaign will promote this idea of mutual heroism with direct mail and digital and social media marketing, the cornerstone of the campaign is the below commercial, featuring Spidey dodging every conceivable obstacle to deliver a Priority Mail package to none other than the king of Marvel cameo appearances himself, Stan Lee.
All I know is, if receiving a Priority Mail package means Andrew Garfield swooping through my window to hand-deliver it to me, I’m heading to the Post Office to mail myself something, anything, as soon as humanly possible.