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HGTV rolls out QR code sweepstakes campaign to increase show viewership

July 29, 2011

Lifestyle network HGTV is promoting its new “HGTV Design Star” show via a QR code sweepstakes campaign.

Consumers can snap a QR code via their mobile device and enter for a chance  to win $5000 for a room makeover. HGTV is working with direct marketing company Valpak on the campaign, which includes distributing the QR codes and print materials to 44 million households.

“The campaign is an extension of efforts between leveraging print and digital mediums to reach engaged consumers, whether it’s through watching a video or interacting with a media code” said Michael Vivio, president of Cox Target Media, provider of Valpak, Largo, FL.

HGTV is a home and lifestyle network that reaches 99 million households in the U.S. Valpak is a direct marketing company that delivers deals and coupons to 40 million households each month.

Click to win
The mobile bar codes are being sent in Valpak’s Blue Envelope mailing materials.

Once consumers scan the code with their mobile device, they are taken to a landing page where they can enter the contest and share the content via Facebook and Twitter.

Users can also watch a short video clip that promotes the new series of “HGTV Design Star.”

Additionally, users can add the date that the show airs to their calendars.

“HGTV loves the QR codes because it’s a simple way to deliver their already existing programming,” Mr. Vivio said.

“It takes the power of print media and adds a digital component to make it three-dimensional,” he said.

Brand engagement
By using QR codes to promote its brand and content, HGTV is able to give consumers a sampling of its content.

However, with the rise in smartphone ownership across all age groups, it is clear that HGTV’s users are increasingly interested in mobile.

A recent study found that mobile bar code scanning has increased 600 percent year-to-year (see story).

“The campaign is an opportunity to enter a sweepstakes and interact with all kinds of media content, showing how vital mobile has become to companies,” Mr. Vivio said.

Final Take
Lauren Johnson is editorial assistant on Mobile Commerce Daily, New York

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