For once, I’m proud of direct marketers’ inaction. Unlike one brand marketer, DMers have avoided taking advantage of a new “new medium.”
The United States Postal Service has teamed up with Lucasfilm Ltd., those fine people who brought us the “Star Wars” sextilogy. Together, they are promoting a soon-to-be released series of stamps featuring characters from these movies. As part of the promotional effort, the Post Office is covering 400 mailboxes around the country with wraps that transform the boxes into R2-D2, a “droid” who resembles a garbage can.
Folks, despite the Postal Service’s claim that they’re putting the wrapped boxes in high-traffic locations to cut down on theft, the over/under for how long it’ll be before most of them are decorating college dorm rooms is about a week. Mailers who normally use boxes are encouraged
