Unprecedented B2B and B2C Campaigns Demonstrate Valpaks Leadership in the Direct Marketing Space
(LARGO, FL MARCH 4, 2010) - Valpak, the leading cooperative direct marketing company in North America, today released two new Augmented Reality (AR) campaigns designed to give businesses and consumers a rich new way to interact with the classic Valpak product.
In what may be two firsts for use of AR technology, Valpak unveiled a new B2B campaign as well as a new consumer promotion, both using AR technology.
Business owners can find the B2B AR marker on full page ads in the March issues of Advertising Age and DMNews. Visitors go to www.Valpak4business.com/ar and hold the AR marker up to a standard Webcam. The site will launch an interactive presentation showcasing traditional print products and new digital advertising platforms. The augmented reality application was developed to serve as an example of the Valpak brand, providing a greater connection and engagement between consumers and advertisers.
For consumers, Valpak has used AR in a completely new way as a means of entering a promotional contest with The Martha Stewart Show. After registering to win an all-expenses-paid trip to see a live in-person taping of The Martha Stewart Show, consumers can use their specially marked Valpak envelope to go to www.marthastewart.com/viptrip for a chance to instantly win Martha Stewarts newest cookbook Everyday Food: Fresh Flavor Fast.
More than 40 million Valpak envelopes have been mailed, each with the unique AR Martha Stewart marker, to support the sweepstakes, which runs from Feb. 22 through April 9.
"Many in the industry are searching for ways to use this new AR technology in ways that are both engaging and support fundamental marketing goals. These two AR campaigns represent our commitment to test the latest digital tools to generate the best results for our clients, our consumers and our brand, said Kim Dominguez, director of marketing services for Valpak. We are breaking down technology barriers to capture attention, entertain our audiences and directly reach new audiences."
An estimated 20 percent of Americans currently own and operate a webcam, while most newer laptops include a webcam as a standard feature. For those without a webcam, the Valpak and The Martha Stewart Show AR applications also feature a no webcam option using interactive flash technology.
"Valpak is excited about this new promotion because it gives us yet another way to engage consumers while bringing innovation to our advertisers and partners, said Dominguez.
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 Enterprises, one of the largest media conglomerates in the United States. With nearly 200 franchises throughout the United States and Canada, The Blue Envelope delivers savings and value to nearly 43 million households each month. Annually, Valpak will distribute some 20 billion offers inserted in more than 513 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 and Palm Pre platforms. For more information, please contact 1-800-676-6878.
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 revenues exceeding $1.5 billion, 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. Additionally, CMG owns and operates Valpak, one of the leading direct marketing companies in North America.
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