Background 

To drive sales in key Canadian cities, 3 tier logic worked with its client to launch a proof-of-purchase sweepstakes where consumers were asked to purchase a six pack of Molson Canadian to be entered to win NHL Tickets based on their location.

Strategy

To meet the client’s objective of increasing sales in key Canadian cities, 3 tier logic designed a proof-of-purchase sweepstakes and 5 branded mobile-optimized microsites–one for each key Canadian city, including Montreal, Edmonton, Toronto, Ottawa, and one additional national microsite.

Consumers were required to purchase the qualifying Molson Canadian product from participating retailers, register on a microsite based on their location, and submit an image of their receipt to receive one entry into the sweepstakes.

Using on-pack advertising for in-store activation, consumers were made aware of the promotion at participating retailers–LCBO, Metro, Sobeys, Provincial Liquor Stores & Independents–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 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 NHL Tickets. PLATFORM³’s Optical character recognition receipt scanning license provided the client with a way to engage consumers on their mobile device and gain shopper knowledge from receipt uploads.

Program run dates

National Site: September 30, 2017, to December 22, 2017.

Toronto Maple Leafs Site: September 30, 2017, to March 30, 2018.

Ottawa Senators Site: September 30, 2017, to March 30, 2018.

Edmonton Oilers Site: September 30, 2017, to March 30, 2018.

Montreal Canadiens Site: September 30, 2017, to March 30, 2018.