Hershey’s: Cinema Snack Night

The Hershey Company is an American multinational chocolate, snack, and cocoa products company whose brands include Kit Kat, Reeses, Almond Joy, and Hershey’s, along with non-chocolate snack brands like Twizzlers and Jolly Ranchers. Hershey Canada partnered with 3 tier logic to launch their regional ‘Cinema Snack Night’ gift with purchase promotion, exclusive to participating Metro retailers and customers in Ontario. This was the first program Hershey’s activated with 3 tier logic.

Program Objectives

• Promote product purchasing

• Develop brand loyalty

• Increase brand engagement

• Collect customer data

Strategy

3 tier logic used PLATFORM³ to create a skinny microsite for Hershey Canada’s ‘Cinema Snack Night’ gift with purchase promotion, leveraging the following modules:

• Contests and Promotions

• Purchase Receipt Validation

• Gift Cards & Rewards

• Data Capture & Analytics

When consumers purchase any 3 qualifying Hershey products in one transaction from participating Metro retailers, they are eligible to receive a $5 Cineplex digital gift card. Through the Purchase Receipt Validation technology on PLATFORM³, customers can validate their purchase by registering and uploading a picture of their receipt to the promotion microsite. Once their purchase has been validated, customers receive an email with their $5 Cineplex digital gift card and instructions on how to redeem it. 3 tier logic provided the $5 Cineplex digital reward through its rewards catalog.

Using PLATFORM³, Hershey Canada was able to track the progress of their promotion in real-time and collect valuable customer insights. The Data Capture & Analytics module provides meaningful data on consumers’ purchasing behavior and microsite activity throughout the duration of the promotion. Hershey Canada is able to use this data to make strategic business decisions and continue to drive sales and increase brand loyalty.