USPS, Sony Pictures join forces
Marketing campaign features Spider-Man and Priority Mail
USPS is teaming with Sony Pictures to promote Priority Mail and the nationwide May 2 release of the motion picture, “The Amazing Spider-Man 2.” 
The high-profile, multi-channel marketing campaign begins this week and continues through the end of May.
“Our Priority Mail products share many qualities with a superhero of Spider-Man’s caliber, namely those of speed, agility and reliability,” said CMSO Nagisa Manabe. “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’re excited about enlisting Spider-Man to help promote our Priority Mail offerings.”
A centerpiece of the campaign, which includes direct mail, digital and social media elements, is a television commercial featuring Spider-Man circumventing obstacles and delivering a Priority Mail package to fans attending a special showing of “The Amazing Spider-Man 2.”
The campaign also highlights the courageous acts of postal employees. One such example is Northern Virginia District Letter Carrier Isagani Ravelo, who saved a customer’s life. After hearing a call for help, Ravelo found an elderly woman who had fallen and suffered severe head injuries. He performed first aid to stop the bleeding and called an acquaintance of the woman for assistance.
Last year, the Postal Service recognized 262 postal employees for heroic acts through the Postmaster General’s heroes program.
“While we always knew about the breadth and reach of the Postal Service, it was exciting to learn about the everyday heroism of its employees,” said Sony Pictures Theatrical Marketing President Dwight Caines. “Those traits make this partnership the perfect fit for co-branding and cross-promoting ‘The Amazing Spider-Man 2.’ We are constantly seeking creative ways to promote our films, and the Postal Service couldn’t have been a better choice.”
The wide-ranging promotion also includes postal vehicles in major urban centers featuring Spider-Man; in-movie integrated logo placement; limited-edition Spider-Man Priority Mail Flat Rate Shipping Boxes; online and digital banners; Spider-Man postage available at 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 superheroes — real-life employees delivering for their customers.
PEN Ed: You may watch the new USPS/Spider-Man TV video at PEN here.