Post Office moves into social networking with MySpace

by Nikki Sandison Brand Republic 21-Jan-08, 13:10

LONDON - The Post Office has created a MySpace page, which gives users the chance to interact with Ken Dawson, the fictional postmaster in its advertising campaign.

The page, developed by DraftFCB, includes a series of blogs and downloadable features including Dawson's retro wallpaper.

Users can read and respond to Dawson's thoughts on everyday life, from his favourite cup of tea/biscuit combination to his top tips on life in general.

The Post Office is also hosting a competition, which allows anyone who signs up as Dawson's friend to enter to win the prize of appearing in the next TV ad.

So far more than 2,000 people have signed up, with messages ranging from people desperate to star in the next ad to a Post Office employee who says the page makes her feel proud that she works for the Post Office.

The Post Office's ongoing advertising campaign, by Mother, has featured a host of celebrities meeting postmaster Ken, including Joan Collins and Westlife.

Sharon Jiggins, managing partner at DraftFCB London, said: "The MySpace site has enabled the Post Office to engage an audience who wouldn't normally visit their local branch."

Comments

Matt Lord - 28/01/2008

Although we know how short-sighted and self-defeating it is when The Man muscles in on social networking sites, it's a smart move to focus on Ken-as-personality for the Post Office's MySpace page - as opposed to going for some heavy-handed branding all over the shop. Take note, folks.