First-class promotion for R2-D2 - East Valley Tribune: Opinion

First-class promotion for R2-D2

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Posted: Wednesday, March 21, 2007 6:40 am | Updated: 6:28 pm, Fri Oct 7, 2011.

The world was introduced to the multi-talented R2-D2 about 30 years ago in the early scenes of “Star Wars,” as the droid transmitted a holographic message from Princess Leia to Obi-Wan Kenobi.

Decades later, the U.S. Postal Service seems to have co-opted that message, to a degree: “Help us, R2-D2. You’re our only hope.”

We have to admit that we find it amusing that the Postal Service is basing its new marketing campaign on a fictional robot that 30 years ago — in a movie that took place “a long time ago” — offered a more advanced method of communication than the letter-and-stamp routine it is now pitching.

As reported by the Associated Press in Monday’s Business section, the Postal Service will deck out mail collection boxes in about 200 U.S. cities to look like the always-there-when-you-need-him robot (you can learn more about R2-D2 than anyone should need to know at starwars.com/databank/droid/r2d2/).

The promotion will include a new stamp, to be revealed March 28. With the price of postage increasing, again, the Postal Service can only help its image by infusing a little pop culture fun into its business model. May the force be with it.

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