Postagram Direct Turns Facebook Photos Into Branded Postcards

By Justin Lafferty 

Users are increasingly finding new offline uses for Facebook. The latest? Postgram Direct, which allows users to send real-life postcards featuring Facebook photos. Parent company Sincerely announced Thursday that Postagram Direct has partnered with Gap to allow users to send free postcards to friends and relatives.

Startup companies are addressing an interesting desire: for Facebook posts and photos to leave the digital world and become tangible. Products such as Yearly Leaf and Top Charms have done it, and now Postagram Direct aims to do the same.

Through Postagram Direct, brands can have Facebook fans send real-life postcards featuring users’ photos. To launch this newest effort, Postagram Direct partnered with clothing retailer Gap for a holiday promotion.

Gap fans and their friends will be able to send up to two free Postagrams from the Gap/Postagram application. This campaign will last until the end of December, or until 1 million free Postagrams are claimed.

Matt Brezina, founder of Sincerely, feels that this could be a great program for brands. The postcards contain user-generated content and are sent directly from users to their friends and relatives. This way, brands can associate themselves with engaging Facebook content (photos), turning it into a permanent memory via a less noisy channel (snail mail).

Brezina talked with AllFacebook about what Postagram Direct could mean for brands looking for innovative ways to reach consumers and fans:

We have an API (application-programming interface) that Facebook is using to power Facebook Postcards, which is a feature they’re testing over there. This is the first time we’ve allowed a user to send a Postagram through Facebook, and we think it’s a really unique opportunity because the brand is paying for (postage), which means a lot more of them can be sent.

Readers: Do you plan to send a Postagram?