Background 

To increase sales and basket size for various Milk brands across Canada such as Dairyland, Beatrice, and Island Farms, 3 tier logic was selected to launch the Milk MOOves You promotion.

Strategy

To meet objectives such as driving retail sales, product placement, and market share, 3 tier logic designed a proof-of-purchase sweepstakes and a branded mobile-optimized microsite. Using on-pack advertising for in-store activation, and social media for online activation, consumers were made aware of the promotion at retailers and on social media platforms, thus influencing their purchase decisions.

Consumers were required to purchase a qualifying Milk product from participating retailers, register on a microsite, and submit an image of their receipt to receive one entry into the sweepstakes for a chance to win a Honda Ridgeline or a Honda Fit.

 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 heighten purchase frequency of the qualifying product, consumers were encouraged to make multiple purchases in order to receive more entries and attain a higher likelihood of winning the prize. PLATFORM³’s Optical character recognition receipt scanning license provided the participating Milk brands with a way to engage consumers on their mobile device and gain shopper knowledge from receipt uploads.

Program run date

March 20th, 2017, to June 25th, 2017.