BBC News - First 'intelligent' stamp put on sale by Royal Mail

The Royal Mail has launched what it claims is the world's first "intelligent" stamp.

Viewing the stamp via a smartphone takes usesr to a related webpage.

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Those viewing the stamp, part of the Royal Mail's latest Great British Railways edition, via the Junaio app will be directed to a short film showing Bernard Cribbins reading Auden's famous poem The Night Mail.
How many people will actually bother? I suspect that the sort of people who write letters and put special stamps on them don't really go in for smartphones.