PR News 2016 CSR Awards: Product Design/Redesign

Winner: United States Postal Service - USPS PR & Social Plan for Consumer Electronics Show

As an exhibitor, the United States Postal Service was a big hit at the 2015 Consumer Electronics Show (CES), a global consumer electronics and consumer technology tradeshow that takes place every January in Sin City: Las Vegas, Nevada.

With this effort, the objective was to position the Postal Service as a vital partner (with services such as priority mail and priority mail international) for the consumer electronics industry. Utilizing the show’s social media assets, including its Twitter hashtag, the Postal Service’s successful strategy to garner attention included inserting itself into the show’s social engagement leading up to and during the event.

In the days leading up to the event, live information was provided about the USPS’ presence at the show through both the business (primary) and consumer (secondary) social media channels. Additionally, to ensure its presence was maximized during the event, USPS sought to identify one or two attending businesses that are existing USPS clients to participate in on-site Twitter chats to raise awareness around its business products. All tweets employed a USPS business hash tag specific to the event, as well as the CES hash tag to join the conversation.

The United States Postal Service’s efforts at the 2015 Consumer Electronics Show were ultimately a smashing success, as TIME named the USPS one of the top 20 “eye-catching booths” and social media surrounding the event received significant impressions and engagement analytic results, as well as positive press coverage of the USPS by local, national, and trade organizations.

Honorable Mentions:
• Food Lion - 2015 Food Lion Feeds Reusable Bag
• Türk Telekom - Books on the Phone