Hyatt hotels and Coppertone are two well-known brands testing a Facebook-enhanced platform called Postagram that prints personalized postcards. Through mid-August, the hotelier encouraged guests to personalize up to two complimentary postcards via a Facebook app that's available on Postagram and Hyatt House social pages. In five steps, lodgers could add a photo and a 180-character message to the postcard before entering the name and address of a friend and putting postal service delivery in motion. The Hyatt brand promoted the test of the blend of digital and old school direct mail via social media channels and printed materials in the rooms of the Chicago-based chain. Meanwhile, Coppertone also employed the Postagram platform, including a mobile app available on iPhones, to push branded postcards. Adweek quotes Matt Brezina, CEO of Sincerely, which owns the 2-year-old Postagram: "Most direct mail is boring stuff," declares Brezina. "What we are doing is different because it's personalized. What's more, it's personalized by someone the recipient actually knows. It's not just from some company." Brezina's San Francisco-based Sincerely operation markets a handful of gifting-oriented mobile/web applications and claims 2.7 million mobile users for apps like Popbooth, Ink, Sesame and Ship API. For the Adweek story, go to http://www.adweek.com/news/technology/hyatt-hotels-combines-facebook-snail-mail-150791
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