Valpak reaches 80 million households with QR code initiative

Direct mail marketing king, Valpak, is syncing its local coupon mailings with quick response codes this summer to tap the mobile marketing channel. Its efforts are expected to reach more than 80 million U.S. households in July and August, according to Internet Retailer.

For the next two months, ValPak is including QR codes on its envelopes as well as the individual coupons within the package mailed to consumers. When scanned, the codes will lead to information about the cable television industry and relevant TV programs, according to the source. The will also lead to sweepstakes entry forms.

"This huge initiative is a great example of the power of print and digital working together," says Michael Vivio, president of Cox Target Media, which operates Valpak. "It harnesses the best of both worlds to create an entirely new experience for users."

While this is its first QR code initiative, the company previously took the plunge into mobile marketing with augmented reality, SMS efforts and mobile applications for various smartphone platforms.