To push its new One Rate flat-rate shipping service this holiday season, courier delivery services company FedEx has launched a multimedia campaign that includes the brand's first Vine videos.
The Vines include two packages with holiday themes. One package is to refs from coaches with the message, "Ship it all using #FedEx #OneRate, so now you can see what's actually happening on the field!" The other is to a kid from mom with the message, "So you have everything you need for your 1st #Thanksgiving, thanks to #FedEx #OneRate. And Mom."
The multimedia effort also includes TV and print and the tagline, "Introducing FedEx One Rate. Simple, flat-rate shipping with the reliability of FedEx."
One TV spot on YouTube, Cozies, has about 25,000 views as of December 4. The cozies were knit by the winner of FedEx's small business grant contest, Darn Good Yarn, according to a rep for creative agency BBDO NY, which created the work.
The rep also says FedEx's new One Rate shipping service offers "a simple, predictable, flat-rate shipping option for express packages."
FedEx has 767,000 Facebook fans and 153,000 Twitter followers. The brand is also using the hashtag #OneRate to push the promotion.
A FedEx rep did not respond to requests for comment.
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Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.
March 19, 2014