Rain, Snow, Sleet? To Infinity, and Beyond
In visiting the site for the US Postal Service, Beg to Differ was surprised to find that the characters from Disney Pixar’s Toy Story 3 had the Postal Service totally surrounded (see the screen capture below). And we wondered: is this kind of promotional co-branding the future of marketing for government agencies? And is that such a bad thing?
It’s not flying; it’s falling with style
But it goes beyond the full Toy Story wrapper around the Web site (although that’s the one that really surprised me):
“The US Postal Service is also using an integrated campaign to tie its products to the family friendly Disney film. Disney agreed to produce the USPS’ springtime consumer-focused campaign, based on the Postal Service’s commercials starring “Al the Letter Carrier” promoting its Flat-Rate boxes. The push includes TV, print, direct mail, a website, banner ads, search, e-mail and in-store signage. USPS’s agency Campbell-Ewald worked on the campaign.” (from Brands Want Summer Film Magic at DMNews.com)
Here’s more info from a very promotional (non-critical) article.
But what do you think?
How much co-promotion is too much? It seems pretty benign tying public brands to universally-loved and family friendly movies like this. But how far can tis go?
Please weigh in with your comments!