May the Force Be With Your Mail

Postal Service Celebrates 30th Anniversary of 'Star Wars' With R2D2 Shrink-Wrapped Mailboxes

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A 'Star Wars' mailbox. | ALSO: Comment on this article in the 'Your Opinion' box below.
A 'Star Wars' mailbox. | ALSO: Comment on this article in the 'Your Opinion' box below.
The project: Create awareness for the 30th anniversary of "Star Wars" and the Postal Service's upcoming "Star Wars" stamp, which will be unveiled March 28.

The specifics: For three weeks, 400 mailboxes emblazoned with R2D2 graphics and bold references to a website created in partnership with Lucasfilm (uspsjedimaster.com), will be placed in high-visibility street locations in 200 cities. Campbell-Ewald, Warren, Mich., worked on the promotion.

The deal: No money or royalties changed hands.

Considerations: The Postal Service wanted a unique way to drive people to its website and portray itself as "a fun place to do business" while promoting the new stamp. But the R2D2 boxes still collect mail and have to be recognized as mailboxes -- and bear no resemblance to terrorist devices (are you listening, Boston?).
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