Hallmark Channel is teaming up with Valpak for direct mail sweepstakes that includes a QR code on Valpak’s signature blue envelope containing special offers and coupons.

The sweepstakes is part of Hallmark’s efforts to promote TV entertainment such as “The Martha Stewart Show” and “Emeril’s Table.” The blue envelope featuring Martha Stewart, Emeril Lagasse and a QR code on the outside began hitting homes this week.

“As a leader in the print industry for 43 years, Valpak is looking at new technology that helps us grow and evolve – using QR codes allows us to integrate the print and digital experience,” said Nancy Cook, vice president of new media business development of Valpak Direct Marketing Systems Inc., Largo, FL.

“We feel it’s important to change and grow with consumers, and QR codes allow us to do that,” she said. “Using a QR code extends our brand from the Blue Envelope to mobile platforms.

“It increases engagement with our consumers. For Valpak, it opens up audiences within a new demographic group, allows us to display media content in a new way with print, and allows them to interact in a way that fits their lifestyle.”

Valpak delivers offers and coupons to nearly 40 million households each month.

QR codes deliver
Users who scan the QR code with their mobile phones will be taken to a registration page where they can enter the sweepstakes, watch a clip of “The Martha Stewart Show,” and share the sweepstakes with friends via Facebook and Twitter.

The winner of the sweepstakes will receive a trip to New York to be part of the audience for the live taping of “The Martha Stewart Show” and take home Emeril’s Kitchen Essentials prize pack.

By using QR codes, Valpak hopes to improve its future marketing communications.

“We will know who has registered through mobile, so this will help us in our future messaging back to them, and will help us customize our communications back to them,” Ms. Cook said.

Valpak expects QR codes will play a bigger role in its promotional activities going forward.

“We most definitely foresee it playing into future sweepstakes and the majority of our promotions,” Ms. Cook said.

“We’ve also integrated QR codes into our core product. We recently launched the ability for local advertisers to put QR codes on their Valpak inserts.”

In addition to direct mail, the company also offers an online site for local savings and has apps for the iPhone, iPod Touch, Android, Palm Pre, BlackBerry and Windows Phone 7.

QR codes are an important addition to Valpak’s mobile strategy.

“QR codes help us engage with early adopters and it’s bringing in consumers that may not have registered in the past,” Ms. Cook said.

Final Take
Chantal Tode is associate editor on Mobile Commerce Daily, New York