Ben’s Original: Summer BBQ

Ben's Original - Summer BBQ

Mars, Incorporated is an American multinational manufacturer of confectionery, pet food, and other food products. Their confectionery brands include M&Ms, Maltesers, and Snickers, 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 Summer BBQ Sweepstakes’ program, exclusive to Canadian consumers. This was the third program activated with 3 tier logic for the Ben’s Original brand and the eighth overall with Mars.

Program Objectives

  • Increase product purchasing

  • Improve brand engagement

  • Build brand loyalty

  • Collect customer data

Strategy

3 tier logic used PLATFORM³ to create a microsite for Mars’s ‘Ben’s Original Summer BBQ Sweepstakes’ promotion, leveraging the following modules:

  • Contests and Promotions

  • Purchase Receipt Validation

  • Data Capture & Analytics

When consumers purchase three qualifying Ben’s Original products in one or multiple transactions from participating retailers, they are eligible to receive a sweepstakes entry for a chance to win 1 of 33 Napoleon barbecues. 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, consumers receive an email confirming their sweepstakes entry. They were also given a no purchase entry (AMOE) option in which they were to submit a short essay for eligibility instead. 3 tier logic generated a random draw to select 3 sweepstakes winners per week over the course of 10 weeks.

Using PLATFORM³, Mars was able to capture valuable information about their consumers’ purchasing behavior for the duration of the promotion. The Data Capture & Analytics module provides real-time insights into users’ microsite activity. Mars is able to use this data to make strategic business decisions for driving sales and increasing brand engagement.

food & beverages3 tier logic teamsweepstakes