QR Code Makes Entering Valpak and "HGTV Design Star" Sweepstakes a Snap!

  Valpak Direct Marketing Systems, Inc., the savings giant, will promote a sweepstakes for HGTV, America's leader in home and lifestyle programming, on the Blue Envelope starting this week, and featuring one of the network's top-rated shows – "HGTV Design Star."

The promotion will be a snap to enter: the Valpak envelope includes a quick response – or QR – code.  Consumers use their smartphones to simply snap or scan the QR code and enter to win the sweepstakes for a chance to win $5,000 cash for a room makeover.

After entering, consumers can sample the show by watching a video featuring ..."linkOnClick()" target="_blank" href="http://www.hgtv.com/designstar">"HGTV Design Star," share with their friends on Facebook or Twitter, and can also post to their calendar to receive a reminder to watch "HGTV Design Star."

"Now, print allows us to go one step further and show our readers and HGTV viewers what the new season is all about," said Michael Vivio, president of Cox Target Media, providers of Valpak.

This is the sixth season of HGTV Design Star," the popular reality show where finalists compete for their own design show on HGTV.  The promotion will be featured online including on HGTV.com, which attracts an average of 5.2 million unique visitors per month. Viewers can also go to Valpak.com to enter. The sweepstakes lasts through Sept. 9.

Valpak, which has used QR codes with additional promotions this year, expects the QR code will engage viewers and readers in a whole new way.

"The use of these QR codes represents an opportunity for Valpak to appeal to and engage with promotionally responsive consumers, as well as younger consumers," said Vivio. "It provides a connection and allows us to reach the consumer directly with rich multi-media content. We're connecting recipients directly to the programming," he said.

In the next six months, Valpak will mail to more than 200 million households with QR codes on the outside of the envelope.

Use of QR codes – 2D barcodes that contains a call to action such as a link to a mobile Web site – has soared in popularity over the past two years, with conservative growth estimates ranging from 80,000 monthly scans two years ago to two million monthly scans, according to one of the industry's leading providers.

Valpak QR code for the campaign is powered by SPARQ.ME, a Seattle-based mobile technology company.