Background 

To drive sales and pre-sales of EA Madden 2016 game on PS4 and X-Box, EA Sports launched the Madden promotion with Snickers Bars exclusively at Walmart Stores, and  3 tier logic created the Play the Playmaker microsite.

Strategy

To meet EA’s objective of driving sales, 3 tier logic designed a proof-of-purchase sweepstakes and a branded mobile-optimized microsite.

Consumers were required to purchase both the game and the associated Snickers product from Walmart, register on a microsite, and submit an image of their receipt to receive one entry into the sweepstakes.

Using in-store promotional marketing materials and advertising on national sweepstakes websites, consumers were made aware of the promotion. PLATFORM³, our omni-channel shopper marketing platform was used to enable social sharing from the microsite and create a digital rewards management system. After making a qualifying purchase, registering on the microsite, and snapping and uploading a photo of their receipt, consumers received one entry into the sweepstakes upon receipt validation.

To drive purchase frequency and brand engagement, consumers were encouraged to share and interact with EA on social media, and make multiple purchases in order to receive more entries to win a collection of prizes including a chance to play the game against an NFL player. PLATFORM³’s Optical character recognition receipt scanning license provided EA with a way to engage consumers on their mobile device and gain shopper knowledge from receipt uploads.

Program run date

August 15, 2015 to September 19, 2015.