Molson Coors: Molson Ultra Fogo Island

Molson Ultra - Fogo Island

Molson Coors is an American-Canadian multinational brewing company that manufactures different brands of beer, liquor, seltzer, and other alcoholic and non-alcoholic beverages. Some of their brews include Molson Canadian, Molson Dry, Molson Ultra, and Coors Light. Molson Coors partnered with 3 tier logic to launch their ‘Molson Ultra Fogo Island Sweepstakes’ promotion, exclusive to Molson Ultra products. This was the eleventh program Molson Coors activated with 3 tier logic.

Program Objectives

  • Promote product purchasing

  • Increase brand engagement

  • Build brand loyalty

  • Collect customer data

Strategy

3 tier logic used PLATFORM³ to create a microsite for Molson Coors’s ‘Molson Ultra Fogo Island Sweepstakes’ promotion, leveraging the following modules:

  • Contests and Promotions

  • Purchase Receipt Validation

  • Pin Code Generation and Validation

  • Data Capture & Analytics

When consumers purchase a 12-pack of Molson Ultra cans from participating retailers, they are eligible to receive a sweepstakes entry for a chance to win 1 of 3 trips to Fogo Island or 1 of 150 $50 physical spa gift cards provided by Molson Coors. Through the Purchase Receipt Validation technology on PLATFORM³, customers in Ontario can validate their purchase by registering and uploading a picture of their receipt to the promotion microsite. Or, using PLATFORM³’s Pin Code Generation and Validation technology, customers in Quebec and Atlantic Canada can validate their purchase by registering and submitting the PIN code found inside the product’s packaging. Consumers were also given a no purchase entry (AMOE) option in which they were to submit a short essay for eligibility instead.

Once they have passed the age gate and their purchase has been validated, consumers receive an email confirming their sweepstakes entry. At the end of the promotion, 3 tier logic generated a random draw to select sweepstakes winners, each from different regions (i.e. one grand prize winner and fifty secondary prize winners from Quebec, Ontario, and Atlantic Canada, respectively).

PLATFORM³ helped Molson Coors keep track of the promotion in real-time and collect valuable data that provides insights into their consumers’ shopping behavior. The Data Capture & Analytics module provides information on consumers’ microsite activity throughout the promotion’s duration. Molson Coors can use this data to make informed business decisions on how to continue driving sales and building brand loyalty.

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