Bimbo Canada is a Canadian producer and distributor of packaged bread and bakery products whose brands include POM, Vachon, Dempster’s, and Weight Watchers. Their brands offer products like sliced bread, bagels, tortillas, and hamburger and hot dog buns. Bimbo Canada partnered with 3 tier logic to launch their national ‘Weight Watchers Mastercard Sweepstakes’ program, exclusive to customers in Canada and participating Weight Watchers products. This was the seventh program Bimbo Canada activated with 3 tier logic and the third for the Weight Watchers brand.

Program Objectives

• Drive purchases and sales

• Establish brand loyalty

• Increase brand engagement

• Capture customer data

Strategy

3 tier logic used PLATFORM³ to create a microsite for Bimbo Canada’s ‘Weight Watchers Mastercard Sweepstakes’ promotion, leveraging the following modules:

• Contests and Promotions

• Purchase Receipt Validation

• Gift Cards & Rewards

• Data Capture & Analytics

When consumers purchase two qualifying Weight Watchers products in one transaction from participating retailers, they are eligible to receive a sweepstakes entry for a chance to win 1 of 5 $1000 digital Mastercard gift cards. 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 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. At the end of the promotion, Bimbo Canada generated a random draw to select the sweepstakes winners. 3 tier logic procured and fulfilled the digital Mastercard gift card rewards from its digital rewards catalog.

Through PLATFORM³, Bimbo Canada was able to collect data on their consumers’ buying behavior. The Data Capture & Analytics module provides meaningful insights into users’ microsite activity throughout the duration of the promotion. Bimbo Canada is able to use this data to make well-informed strategic decisions for future promotions and continue driving sales and engagement.