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 Uncle Ben’s® Summer BBQ sweepstakes program to drive sales for its Uncle Ben’s® brand.

Key Deliverables

  • Increase sales
  • Promote purchase frequency
  • Promote brand awareness

Strategy

3 tier logic used PLATFORM³ to create a microsite for the Uncle Ben’s® Summer BBQ sweepstakes program, 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 three participating Uncle Ben’s® products at any retailer in Canada to be entered into a sweepstakes to win a Napoleon BBQ.

Consumers could register on the microsite before or after making a qualifying purchase; after making a purchase, the consumer was required to take a picture of the purchase receipt and upload it on the microsite. If consumers registered before making a qualifying purchase, they could easily log on to the microsite at a future time after they purchase the participating products. Upon receipt validation, the consumers became eligible for their customized apron. Consumers were allowed to enter the promotion multiple times which increased 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

May 28, 2019 to August 29, 2019