The key elements of the campaign included digital banners, decal wrapped postal trucks, Spider-Man themed custom boxes, print-on-demand stamps, and in-store signage and drove purchases at USPS.com and retail locations. Digital placements ranged from e-commerce to fan-boy sites, all promoting the heroic themes of speed, agility and reliability.

Promotional firsts for the United States Postal Service (USPS) included a licensed character on Priority Mail boxes available in-store and online, a QR code delivering content from the box and a custom print-on-demand postage stamp featuring Spider-Man. Post offices were adorned with signage and direct mail reached consumers and small businesses alike that drove them to purchase.

We came out swinging with a Mark Webb co-created short film showcasing Spidey saving the day.

With the film as a focal point, paid media brought the story to life with over 2.5 billion impressions ranging from: TV to digital banners to print ads. Placements ranged from e-commerce to fan-boy sites, promoting the themes of speed, agility and reliability.

We used USPS owned assets as a part of the OOH media plan, a first in the history of the institution. We wrapped nearly 1,100 mail trucks, added Spidey to the Priority Mail boxes and created a custom print-on-demand postage stamp.

The unconventional campaign garnered major attention and record breaking results:

• During the time we were in market, total Priority Mail revenue was up 4%.

• Online orders for Spider-Man Priority Mail boxes had a 33% incremental jump from regular Priority Mail boxes ordered during the same time period last year.

• Key Metric perceptions of “Speedy Delivery,” “Reliability,” “Favorability” and “Intent to Use” all increased

• Concerning Return on Ad Spend, Spider-Man was the USPS’s most successful online campaign of the year beating out the Holiday season campaign, historically the most successful.

The campaign transformed the perception of the USPS from a slow, outdated government agency into a modern marvel, setting a precedent for all campaigns to follow.