Technicalities: Local talent

On a Monday morning when the machines have risen up, when malevolent copiers, possessed laptops and rapacious Ethernet cables attack, who you gonna call? How about your friendly mail carrier?

The U.S. Postal Service is drawing rave reviews for its recently launched 'Mark of the Eagle' webisodes, which tell the tale of a carrier's humble heroism after the machines go wild, inflicting end-of-the-world mayhem on a cubicle farm and its bewildered occupants. The episodes, available at www.markoftheeagle.com and linked with YouTube, are a lot of fun. They are well executed and witty, with many winks at the horrors of office life. They already have won several awards.

Of course, advertising is nothing new to USPS, but what's significant ' particularly to other agencies looking to get more active in rich media and Web 2.0 ' is that the 'Mark of the Eagle' episodes were produced inhouse, using the writing directing, editing, acting and digital production talents of USPS employees ' all to good result.

In a YouTube/Facebook world, where so much of the content is created and consumed by users, USPS' inhouse promotional approach seems likely to resonate with viewers, along with being a significant office morale booster. Just'don't leave any packages on the printer.

About the Author

Kevin McCaney is editor of Defense Systems. Follow him on Twitter: @KevinMcCaney.

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