FedEx Express Launches Mobile Superhero Campaign

Express transportation company FedEx Express has launched an interactive multimedia marketing campaign, featuring mobile technology, to support the new FedEx Express upgraded service from Europe to the US East Coast.
FedEx Express announced the upgrade in September. With the enhanced service, FedEx can now deliver shipments to more than 3,500 US East Coast zip codes overnight from customers who previously could only use the two-business-day service. Customers who already have next-business-day delivery service to the East Coast will be able to take advantage of later pick-up times of up to six hours. 
The campaign centres on a microsite that FedEx Express customers are invited to visit. Once there, they see a short video which places them in the role of a superhero saving the world from an invading alien. During the film, they receive a call on their mobile phone from a character in the movie looking for a solution to save the planet. The customer action influences the movie storyline and outcome.
The campaign is accompanied by pan-European, above- and below-the-line activities in various channels, including web banners, outdoor and print advertising and e-newsletters. Additionally the movie has been posted on YouTube. You can experience the video for yourself here.