Imagine this: attendees at a conference are flocking to a table filled with greeting cards where they can choose among “thank you,” “happy birthday” and “congratulations” greetings, write something nice (hopefully), lick the envelope and place it in the makeshift, Lucite mailbox.
This was the clever idea from American Greetings, which had an executive from the greeting card company speaking at this conference, the Experiential Marketing Summit, and showcased its brand outside the meeting room. The other cool, economical thing was that you didn’t have to put a stamp on the card – American Greetings would mail it for you. The mailbox was filling up with cards throughout the day. People were happy. They were practicing writing with a pen. And someone on the other end of this stunt was going to get something nice in the mail, not in the email.