Background 

In working with 3 tier logic, Molson Canadian’s objective was to use the NHL sweepstakes to create a sales lift and incentivize consumers to make repeat purchases.

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 Edmonton, Toronto, Ottawa, and one additional national microsite.

Under the promotion, consumers were required to purchase any participating product at any retailer in Canada to be entered into an ongoing sweepstakes for NHL game tickets.

3 tier logic’s interactive microsites make it easy for consumers to register 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 visit the microsite again, after purchasing the qualifying products, and sign in with the details they provided when they registered.

Upon receipt validation, the consumers are entered into the sweepstakes for a chance to win tickets to see a NHL game. Consumers are allowed to enter into the sweepstakes multiple times with every new purchase, increasing their chances of winning, and increasing sales and purchase frequency for Coors Light.

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 dates

National Site: February 3, 2019 to June 27, 2019

Toronto Maple Leafs Site: February 3, 2019 to June 27, 2019

Ottawa Senators Site: February 3, 2019 to June 27, 2019

Edmonton Oilers Site: December 1, 2018 to April 28, 2019