Relevance
Written by Nuri Djavit
Over here at Last Exit, we talk about it all the time; how any campaign has a number of objectives to meet and should certainly be relevant. The campaign for the HBO mini series about the second president, “John Adams” starting Sunday March 16th, seems to have an abundance of it. Naturally supported by the usual suspects in media buy, TV, Outdoor, Print and display ads, etc it’s the Sweepstakes component, called “Power of the Letter” run by the USPS, that really strikes a chord. Unusual for any large organization, they’ve actually customized their homepage to promote the campaign. Interestingly, they’re also offering ‘free’ customized greetings card sent through the mail, to further support the campaign efforts and promote the potency of the written word. www.thepoweroftheletter.com/
