UPS tapped agency T3 to produce UPSRegifter.com, a site that enables users to pass unwanted gifts off to others, just in time for the holidays.
"Regifting" is the process of recycling bad presents. It entered the lexicon in a 1995 episode of Seinfeld, according to MediaPost.
On UPSRegifter.com, users upload images of gifts they don't want, or choose from an array of other people's gifts, then virtually "regift" them to others. Recipients have the option of claiming their gifts or uploading their own poor presents to the site. View a tongue-in-cheek demo of the practice:
Ads for UPS Regifter will appear on UPS.com and Facebook. Links at the bottom of the homepage prominently invite users to "Share this site" or "Regift via Facebook." According to spokesman Michael French, the goal behind UPS Regifter is to promote brand awareness and sustainability. (Virtual gifts do not require giftwrap or any other packaging.)
A concurrent campaign with a similarly sardonic pitch is Cafepress' The Ungiftables, which lets users choose from a generic selection of "ungiftable" friends or family members — a critical mother-in-law, or a liberal extremist niece, for example. A sliding dial lets them specify how much they wish to spend on the person.
Cafepress then recommends a series of kitschy gift options created by members of its community.
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