Valpak's digital effort delivers as coupons reach electronic inboxes

Most recognizable for its blue envelope coupons in mailboxes, Valpak sought to raise awareness of its evolving digital services.

Client
Valpak (Tampa, FL)

Agency
Finn Partners (Chicago)

Duration
October 2012-January 2013

Budget
$50,000

Most recognizable for its blue envelope coupons in mailboxes, Valpak sought to raise awareness of its evolving digital services.

Strategy
Finn Partners aligned the company with strategic tech-savvy partners to position Valpak as more than a print coupon firm.

Tactics
Leveraging the buzz around the launch of Apple's iOS 6 last fall, Valpak announced Passbook integration for its own iOS app.

Finn Partners followed up in January 2013 by promoting Valpak's mobile capabilities. A partnership with Roximity, a hands-free application system for Ford and Lincoln cars, put Valpak in front of the media with ride-along live demos for members of the press. Roximity uses geo-location services to find Valpak's relevant coupons.

The effort was pitched to local Tampa media, as well as The New York Times' Wheels blog, AllThingsD, and to tech and automotive blogs. Reporters were encouraged to download Valpak's mobile app for direction on how to utilize full capabilities of the service.

Results
Good Morning America featured Valpak's services in a three-minute segment. The piece was picked up by 141 news outlets across the country.

An Associated Press feature resulted in more than 250 stories appearing in outlets including The Boston Globe, The Washington Post, NPR, and The Today Show.

Valpak's app downloads saw a massive increase as a result; more than 8,000 downloads per day compared to 200 prior to the campaign's launch. The free app was also listed as number six for free lifestyle apps in the iTunes store.

Future
Valpak recently joined Windows Wallet and continues to seek new digital partnerships and integration opportunities.

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