Background & Objective 

With over $35 billion in global sales, Mars Inc. is one of the largest privately held companies in the United States, and a manufacturer of confectionery, pet food, and other food products under a variety of brands, including Wrigley’s, M&M’s, and Uncle Ben’s.

In working with 3 tier logic, the objective of Mars Inc. was to use the “Grab A Classic” sweepstakes to drive sales for its chocolate brands such as: Twix®, Snickers® and Bounty®, and incentivize consumers to make repeat purchases. 

Key Deliverables

  • Increase sales
  • Increase purchase frequency

Strategy

3 tier logic used PLATFORM³ to create a microsite for the “Grab A Classic” sweepstakes, which hosts various PLATFORM³ modules including Contests & Promotions, Purchase Receipt Validation, and Data Capture & Analytics.

Under the promotion, consumers purchase any one (1) participating MARS chocolate product, at any retailer in Canada to be entered into a sweepstakes for a chance to win a reward.

Consumers can register on the microsite before or after making a qualifying purchase; after making a purchase, the consumer is required to take a picture of the purchase receipt and upload it on the microsite. If consumers register before making a qualifying purchase, they can easily log on to the microsite at a future time after they purchase the participating products.

Upon receipt validation, the consumers are entered into the sweepstakes for a chance to win 1 of 2 $15,000CAD cash prizes plus hundreds of other secondary prizes too. Consumers will also receive an exclusive email containing a link to an instant win game where they can win free MARS products and receive coupons. Consumers are allowed to enter into the sweepstakes multiple times with every new purchase of a participating MARS chocolate product, increasing their chances of winning, and increasing sales and purchase frequency for Mars Inc.

3 tier logic leveraged PLATFORM³’s Purchase Receipt Validation module to provide our client with a way to engage consumers on their mobile device, and the Data Capture & Analytics module provided our clients with a wealth of valuable data by allowing them to gain shopper knowledge from receipt uploads.

Program run date

July 9, 2018, to October 6, 2018.