Valpak to mail QR codes to over 80 million households to promote two TV campaigns during July and August; initiative represents print to digital extension of core platform, executive says
July 6, 2011
– Valpak Direct Marketing Systems, Inc., a leader in local print and digital coupons, is launching a major initiative using quick response – or QR – codes.
Over the course of two months, Valpak will mail to more than 80 million households with QR codes on the outside of the envelope and on individual inserts.
"This huge initiative is a great example of the power of print and digital working together," said Michael Vivio, president of Cox Target Media. "It represents print to digital extension of our core platform, and harnesses the best of both worlds to create an entirely new experience for users."
This is the first national QR campaign for Valpak, providing consumers a new way to engage with The Blue Envelope®. It also positions Valpak as leading the way in direct mail. As an industry leader for 43 years, Valpak continues to grow and evolve using the latest technology. In addition to using QR codes, Valpak also uses augmented reality (AR), digital coupons, SMS texting, and smart phone apps for iPhone™, iPod touch®, Android™, Palm® Pre™, Blackberry® and Microsoft Windows® Phone 7 platforms, to bring its offers to millions of consumers.
Working with the cable industry, Valpak will promote two television campaigns during July and August. The QR code will provide additional consumer convenience and engagement, allowing them to enter sweepstakes and access more information about some of their favorite shows.
"The QR code will not only engage our audience, but also engage a younger audience – the current generation of smartphone and social media users," said Vivio. "Being able to offer this to consumers is part of our strategy of being everywhere the consumer is."
The Valpak QR codes in both campaigns are designed by SPARQ.ME, a Seattle-based mobile marketing company.
"We believe that the SPARQ.ME platform, combined with Valpak's reach into tens of millions of households, will create a powerful marketing opportunity for advertisers and this new audience of smartphone and social media users," said Jesse Chor, Co-Founder and CEO of SPARQ.ME.
While most QR Code solutions point to sites that are not mobile-optimized and not built to drive new customers, SPARQ.ME has built a platform that is specifically geared to deliver an easy experience for today's mobile consumer, and to deliver new customers to its advertiser partners.
Valpak, one of the leading direct marketing companies in North America, is owned and operated by Cox Target Media, a subsidiary of Atlanta-based Cox Media Group. With nearly 180 franchises throughout the United States and Canada, The Blue Envelope® delivers savings and value to nearly 40 million households each month. Annually, Valpak will distribute some 20 billion offers inserted in more than 500 million envelopes. Valpak also offers digital solutions with www.Valpak.com®, an online site for local savings, which has nearly 40 million offer views each month, as well as mobile phones, including apps for iPhone™, iPod touch®, Android™, Palm® Pre™, Blackberry®, and Microsoft Windows® Phone 7 platforms. For more information, please contact 1-800-676-6878.
About Cox Media Group
Cox Media Group, Inc., a subsidiary of Atlanta-based Cox Enterprises, is an integrated broadcasting, publishing and digital media company that includes the national advertising rep firms of Cox Reps. With $1.8 billion in revenue, the company operations include 15 broadcast television stations and one local cable channel, 86 radio stations, four metro newspapers and more than a dozen non-daily publications, and more than 100 digital services. For more information about Cox Media Group, please check us out online at www.coxmediagroup.com.
SPARQ.ME is a mobile marketing service focused on turning mobile phone users into customers. SPARQ.ME's platform enables mobile phone users to purchase products or services, receive mobile coupons and connect with businesses via social media. The SPARQ.ME platform also includes the following offerings: mobile websites, loyalty programs, lead generation, marketing via QR Code and SMS, advanced analytics and more. SPARQ.ME is now one of the largest and highest quality providers in mobile marketing with many fortune 500 clients. To learn more about our products, visit us at www.sparq.me.