Third-class mail isn’t the sexiest form of direct marketing, but Lincoln proved it still knows how to catch the consumer’s eye. In May, the company received the U.S. Postal Service’s Irresistible Mail Grand Champion Award for the best interactive mail piece that engages through innovative print design and digital technologies.

Lincoln’s mail piece included an embedded screen that played a video introducing the Continental’s heritage and features. It was accompanied by a tri-fold brochure and offered a framed print to those placing preorders.

The piece, “See it First,” was designed by Hudson Rouge and printed by Structural Graphics.