This year, USPS wanted America to know that the hectic holiday season is “Our Season” to shine. One way to share that message was through a mail piece sent to every single home. Within the piece, a series of tips, tricks, info and AR experiences encouraged viewers to prepare for the holidays— now made easier by USPS. But outside of the home address, USPS found another ubiquitous messaging device, the blue mailbox. USPS seized the opportunity, using the power of AR technology to help passersby take fulfill holiday shipping needs, on the spot, with the tap of a finger.

The USPS Holiday Experience exceeded awareness expectations. Over 112,000 people downloaded the USPS AR app, engaging in 17 unique experiences released every three days, totalling 122,471 views. 427 news articles about the mailbox experience appeared over a two-day period. The press release was posted to 300 sites, reaching a potential audience of 21 million impressions.

USPS uncovered a dormant interactive media network by transforming 156,271 mailboxes into interactive hubs. Users held their phones up to any blue mailbox, on any street in the country, and watched it come alive. Suddenly, without any modifications, these boxes turned into vehicles for holiday cheer, dispensing relevant animations, useful USPS info and on-the-spot utilities. With zero media dollars spent, the USPS suddenly owns interactive billboards all across America.

The USPS has a mandate to deliver to every person in the United States. As such, this consumer campaign targeted every person in the United States, communicating the benefits of USPS’s broad range of products and services for the holiday season and beyond. The media targeted this audience through Direct Mail, delivering the message to over 140 million U.S. households, with a CTA to engage the AR at the 150,000 blue collection boxes across the country.