Mondelez: Catch Some Joy

Mondelez International, Inc. is an American multinational confectionery, food, beverage, and snack food company whose brands include Oreo, Ritz, Triscuit, Cadbury, and Trident. B Street Communications and their client, Mondelez, partnered with 3 tier logic to launch their national ‘Catch Some Joy’ sweepstakes promotion in partnership with the MLB’s Toronto Blue Jays, exclusive to consumers in Canada. This was the third program Mondelez activated with 3 tier logic. 

Program Objectives

• Create brand engagement

• Increase purchasing and sales

• Improve brand loyalty

• Capture customer data

Strategy

3 tier logic used PLATFORM³ to create a microsite for Mondelez’s ‘Catch Some Joy’ sweepstakes promotion, leveraging the following modules:

• Contests and Promotions

• Purchase Receipt Validation

• Data Capture & Analytics

When consumers purchasing qualifying products in one or multiple transactions from participating Mondelez brands at participating retailers, they are eligible to receive a sweepstakes entry for a chance to win 1 of 3 Toronto Blue Jays Experiences (i.e. throwing the ceremonial first pitch at a home game, a trip for 4 to watch two games in New York City, or a trip for 4 to watch two spring training games in Dunedin, Florida). They were also given the chance to win 1 of 120 secondary prizes, which included Toronto Blue Jays baseball caps, duffel bags, baseball gloves, and $25 worth of Mondelez products.

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. They can make more than one purchase and upload multiple receipts; one participating product equals one sweepstakes entry for a maximum of five entries per day. Once their purchase(s) have been validated, customers receive an email confirming their sweepstakes entry. Consumers were also given a no purchase entry (AMOE) option in which they were to submit a short essay for eligibility instead. At the end of the promotion, 3 tier logic generated a random draw to select grand prize winners. Secondary prize winners were drawn on a weekly basis.

Using 3 tier logic’s marketing software, PLATFORM³, Mondelez was able to track the progress of their promotion in real time. The Data Capture & Analytics module provides information on consumers’ microsite activity throughout the promotion’s duration. Mondelez was able to gather valuable data to guide future business decisions and increase purchases and sales.