Mars, Incorporated is an American multinational manufacturer of confectionery, pet food, and other food products. Their confectionery brands include Milky Way, Bounty, and Twix, while their non-confectionery brands include Ben’s Original and Dolmio. Ben’s Original is an American brand of parboiled rice and other related food products. Match Marketing and their client, Mars, partnered with 3 tier logic to launch their national ‘Ben’s Beginners’ gift with purchase program, exclusive to consumers in Canada and Ben’s Original products. This was the first program Mars activated with 3 tier logic for the Ben’s Original brand and the fifth overall for the Mars brand.

Program Objectives

• Increase purchase frequency

• Improve brand engagement

• Drive customer loyalty

• Capture consumer data

Strategy

3 tier logic used PLATFORM³ to create a microsite for Mars’s ‘Ben’s Beginners’ gift with purchase promotion, leveraging the following modules:

• Contests and Promotions

• Purchase Receipt Validation

• Data Capture & Analytics

When consumers purchase three qualifying Ben’s Original products in a single transaction from participating retailers, they are eligible to receive a personalized apron. 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 their personalized aprons via mail after the end of the promotion.

With 3 tier logic’s marketing software, PLATFORM³, Mars was able to gain important information about their consumers’ purchasing behavior for the duration of the promotion. The Data Capture & Analytics module provides useful insights into shoppers’ microsite activity. Mars is able to use this data to make strategic business decisions for future marketing promotions and continue increasing sales and brand engagement.