This is a very cool piece of direct-to-consumer activity for LOVEFiLM, the DVD-by-post firm. To mark their one millionth member, they've teamed up with the Royal Mail to get UK postmen and women to deliver their rounds dressed as their favorite film characters. It's quite an impressive feat, as they'll effectively be walking ads for the brand, thereby perfectly communicating the service as the ultimate in film delivery.
Implications - An innovative way for a business or company to promote its own product or service is by collaborating with another organization. In doing so, the products of a particular company will experience higher levels of exposure as it will be reaching individuals who have potentially never encountered them yet. In today's ever-evolving industry, it is imperative that a business avoid closing itself off from different markets.