Mars, Incorporated is an American multinational manufacturer of confectionery, pet food, and other food products. Their confectionery brands include M&Ms, Snickers, 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 Original Perfect Stir Fry’ gift with purchase program, exclusive to Canadian consumers. This was the second program Mars activated for the Ben’s Beginner’s brand with 3 tier logic and the sixth overall for Mars.

Program Objectives

• Drive purchases and sales

• Increase brand engagement

• Build brand loyalty

• Capture customer data

Strategy

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

• Contests and Promotions

• Purchase Receipt Validation

• Data Capture & Analytics

When consumers purchase five qualifying Ben’s Original products in one or multiple transactions from participating retailers, they are eligible to receive a physical gift of a wok. Through the Purchase Receipt Validation technology on PLATFORM³, customers can validate their purchase by registering and uploading a picture of their receipt(s) to the promotion microsite. Once their purchase(s) have been validated, customers receive their wok via mail after the end of the promotion.

Using 3 tier logic’s marketing software, PLATFORM³, Mars was able to collect valuable data to get insights on their consumers’ purchasing behavior over the duration of their promotion. The Data Capture & Analytics module provides information on consumers’ activity on the microsite. Mars is able to use this data to make informed strategic decisions for driving sales and building brand engagement.