Yesterday I glanced at the mail and saw, among the junk, a blue envelope embossed with an unmistakeable Hallmark crown logo. “How sweet,” I thought. “Someone sent us a card.”
Then: “Strange—the address is printed on here, not handwritten. But it can’t be junk mail—it’s a Hallmark card!”
I opened the envelope. Inside was was indeed a greeting card, indeed from Hallmark. But it was from AT&T, to thank me for my business and offer me a coupon of 25% off any accessory at the AT&T store.
So when is a Hallmark card not a Hallmark card? When it’s an ad. A brilliant move by AT&T’s marketing department, eh? (Also brilliant maneuvering of the brand by Hallmark—hat tip, y’all.) I never even would’ve seen the coupon if it hadn’t arrived under the aegis of a greeting card.
It still ended up in the recycling bin, but I have to give them props for their brilliant delivery strategy. They got this jaded mail recipient to actually open one of their advertising bulletins. Kudos, AT&T.
Although when I think about it, I kind of feel like I got likejacked. Without the embarrassing social repercussions, of course.