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 “Home is where the cat is” sweepstakes to drive sales for its pet brands such as: IAMS® Cat, TEMPTATIONS® and WHISKAS®, 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 “Home is where the cat is” sweepstakes, which hosts various PLATFORM³ modules including Contests & Promotions, Purchase Receipt Validation, Loyalty, Rewards, & Gamification, and Data Capture & Analytics.

Under the promotion, consumers purchase a minimum of $15.00CAD worth of any IAMS® Cat, TEMPTATIONS® or WHISKAS® 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 a $5,000CAD home makeover or a $5,000CAD donation of cat food to an animal shelter of their choice. Consumers are allowed to enter into the sweepstakes multiple times with every new purchase of a participating 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

March 27, 2018, to July 17, 2018.