Schwag matters

Not just any free shit, this is THE free shit.

U.K. based Matter is licking the stamp on a new breed of direct advertising: if you’re in the target you can sign up for a box full of exclusive branded schwag to be mailed to you in a pretty package. The first one, for British men aged 25 to 35, landed in February and included cool shit from Virgin, Stolichnaya Vodka, Nintendo Wii and others. A joint venture of “un-digital agency” Artomatic and (duh) Royal Mail, it’s a refreshing bit of tangible stuff in an increasingly cyber-styled world. And they’re looking for new partners…