Just when everyone thought the letter was history, Royal Mail proved it has a future. We turned teens’ responses to the letter from ‘Laugh Out Loud’ to ‘Love Our Letters’, by using the very media they live by to get them to discover a medium they just don’t know.

Royal Mail entered their social space not by selling ‘the mail’, but by giving teens a reason to discover in ink on paper more about themselves than they ever will in 140 character tweets. In turn, teens reinvented the mail for a social era.

Just when everyone thought the letter was history, we proved Royal Mail has a future. With a budget that wouldn’t even buy an ad in a teen magazine, with NO celebrities or paid-for media, the LolXperiment got a staggering QUARTER of a MILLION interactions.