Post Office Delivers <I>Cat in the Hat</I>

The United States Postal Service is reissuing a successful 2000 tie-in with Universal Pictures for a campaign plugging a new bundle system leveraging the studio's upcoming film, The Cat in the Hat. In a strategy borrowed from fast-food restaurants, USPS has grouped Priority Mail shipping options on a menu that allows consumers to add on various features, such as delivery confirmation or insurance. P-O-P materials in all 33,000 USPS branches tout the new system and include six different posters, ceiling danglers and counter mats. Billions of pieces of mail will feature Cat postmarks until Jan. 1; in March 2004, USPS introduces a stamp honoring Cat author Dr. Seuss (Theodor Seuss Geisel). USPS has also teamed with film partner MasterCard International for a "We'll Send You Where You Sent Your Package" sweeps running in 12,000 branches. Consumers who purchase Priority Mail bundles with their MasterCard are automatically entered into the drawing; 50 winners will receive two airline tickets to anywhere in the U.S. Four-foot-tall Cat standees feature entry tearpads for the sweeps, which runs through Dec. 26. MasterCard is popping up in many Cat campaigns. The credit-card company and Vivendi Universal Entertainment, parent company of Universal Pictures, signed a multi-year marketing alliance in 2003 making MasterCard the official payment brand and preferred card for Universal's theme parks, resorts, movies, music and online properties. In 2000, USPS partnered with Universal's Dr. Seuss' How the Grinch Stole Christmas for an award-winning campaign that was credited for increasing mail volume during the holiday season. Chicago-based Draft handles P-O-P materials for USPS. The Integer Group, Dallas, takes care of the sweeps for MasterCard. The film premieres Nov. 21.

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