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THE SCOUT

New Postagram App to Help Brands Engage Attendees Using Virtual, Physical Postcards

By Mitra Sorrells July 16, 2012, 5:25 PM EDT

A mock-up of a custom postcard for Comic-Con shows the sponsors' logos at the top and a brief message to the side of the photo.

Photo: Courtesy of Postagram

Sincerely is testing a new product to help brand marketers and planners engage with clients during and after an event. Postagram Engage is a version of the company’s Postagram app that can be customized with a brand’s logo and message. Sincerely demonstrated the product at Comic-Con Thursday and Friday at a booth hosted by Future US and sponsored by Hyundai to celebrate the 100th issue of the Walking Dead.

Staff from Sincerely snapped photos of people who stopped by the booth, using the Postagram Engage app. The guests received the digital photo instantly via email with embedded links to share it on Twitter and Facebook. To create the follow-up engagement, the email asked guests to enter their physical address to receive a photo postcard in a few days.

“Working with event planners, conference creators, brands and agencies, they are looking for something unique and looking for multitouch engagement points,” said David Hua, head of platform for Sincerely. “It’s a desire to make something memorable instead of getting lost in the noise. And people don’t usually throw away a picture of themselves.”

The postcard can be customized with a message and artwork on the front and back, and can also include a QR code that links to an additional offer or information.

Sincerely has field tested the product at warehouse sales, movie screenings, and book signings hosted by Gilt Groupe, and also at Nascar events. At these events, about 65 percent of people who had their picture taken also shared their physical mailing address to receive the postcard, which Hua said is a better conversion rate than unsolicited direct mail. The company expects to launch the app by the end of the year.

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