Background 

In celebration of Canada’s 150th anniversary, 3 tier logic worked with its client to launch a proof-of-purchase sweepstakes for their iconic brand, Molson Canadian, where consumers were asked to purchase a Molson Canadian 6-pack to be entered to win one of 150 mini red branded mini fridges.

Strategy

3 tier logic designed a proof-of-purchase sweepstakes and a branded mobile-optimized microsite where consumers who made a qualifying purchase could register and submit an image of their receipt to receive one entry into the sweepstakes.

Using on-pack advertising to support the promotion, consumers were made aware of the promotion at participating retailers to influence their purchase decisions. 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 incentivize participation and engagement, and 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 a mini fridge. PLATFORM³’s Optical character recognition receipt scanning license provided the client with a way to engage consumers on their mobile device and gain valuable insights into consumer behaviour from receipt data.

Program run date

May 19, 2017, to August 31, 2017.