To incentivize repeat purchases of Mars products, a special pin code program was launched. Consumers purchase a participating product that contains a pin code, and when a consumer has accumulated up to eight pin codes, they are submitted on a custom-branded mobile-optimized microsite and can be redeemed for two free movie tickets from Cineplex.

Goals:

  • incentivize repeat purchases of Mars products.
  • Gain valuable insights into consumer behavior from receipt data.

Tactics:

  • Receipt Validation: Shoppers who purchase qualifying products submit the receipt on a custom-branded microsite.
  • Rewards: Incentivize participation, engagement, and sharing by rewarding consumers with free movie tickets.
  • Awareness: On-pack advertising and promotional marketing content to support the campaign.

 

Program run date: July 17, 2017, to January 31, 2018.

 

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