The United States Postal Service is introducing a holiday-themed mobile marketing campaign that leverages augmented reality and special promotions via its mobile application.

Consumers that download the USPS AR mobile app for Android or iPhone devices can locate one of the Postal Service?s 156, 271 recognizable blue mailboxes on streets across the nation and scan the box with their app. The app will then activate holiday features such as flashing lights or dancing penguins before offering the user a promotion to order free shipping boxes or stamps.

?Smartphone technology enables the USPS to capitalize on advancements in technology,? said Congetta Chirichello, spokeswoman for the U.S. Postal Service, New York. ?Augmented reality, QR codes, and one-click buying technology are changing the way consumers interact with major brands.

?To promote our new direction we have launched a multi-channel advertising campaign this holiday to reach consumers of all ages.?

Smartphone advancements
The U.S. Postal Service hopes that adding the advanced smartphone technology onto their mailboxes will remind consumers of shipping options during the busy holiday gifting season, and will offer a fun and interactive experience with the ?magical mailbox.?

The service has been helping promote augmented reality as an opportunity for marketers to supplement digital components to direct mail campaigns in an effort to increase return on investment. It has found that mobile technology is enhancing physical mail significantly, with QR codes, augmented reality and one-click purchasing options helping to bridge the gap between the physical and digital world.

Users can point and scan to see fun, holiday-themed content

As the holidays approach, the Postal Service will be changing the augmented reality features that appear in the app to ensure that users have a different experience each time they scan a mailbox.

Direction promotions
The U.S. Postal Service will also be sending out direct mail pieces promoting the augmented reality app to every household in the nation this week. The piece will include directions on downloading and using the USPS AR app.

?Direct mail enhanced with augmented reality technology allows shoppers to view products from all angles or interact with 3D-embedded videos and animations,? Ms. Chirichello said. ?People love the idea of being able to demo a product before they make a purchase, and now they don't have to leave home to do it.?

The advertising campaign will also be taking place on a slew of other media channels, including television, print advertisements and social media.

The company hopes that the app and its complementary campaign will entice a new audience of customers and provide assurance to existing clients that the service can be depended on for reliable delivery during the busy winter season.

The Postal Service has a separate mobile app, USPS Mobile, which enables users to find a local post office, search for ZIP codes, calculate shipping prices and schedule mail pick-ups.

Customers can also order supplies, scan labels and track packages that are in-transit with the USPS Tracking tool. The USPS Mobile app is likely to see a surge in downloads, as it provides quick access to relevant shipping information as consumers wait for holiday packages to be delivered.

?Currently, more than 2 million visitors have downloaded the Postal Service app across all platforms,? Ms. Chirichello said. ?Mobile technology has changed how the public communicates.

?With expanded access to postal services and products the long time tradition of our customer service driven business continues its cutting-edge commitment to the needs and wants of customers.?

Final Take
Alex Samuely is an editorial assistant on Mobile Marketer, New York