Massimo Zanetti Beverage Group is an Italian coffee company whose brands include Segafredo Zanetti, Chase & Sanborn, MJB, and Hills Bros. Coffee. Massimo Zanetti Beverage USA Inc. partnered with 3 tier logic to launch their national ‘Capp The Night’ SMS sweepstakes promotion, exclusive to consumers in the United States and Hills Bros. products.

Program Objectives

• Drive purchases and sales

• Increase brand engagement

• Improve brand loyalty

• Collect customer data

Strategy

3 tier logic used PLATFORM³ to create a microsite for Massimo Zanetti’s ‘Capp The Night’ SMS sweepstakes promotion, leveraging the following modules:

• Contests and Promotions

• SMS Shortcode Phone Number

• Purchase Receipt Validation

• Data Capture & Analytics

When consumers purchase a qualifying Hills Bros. cappuccino product from participating retailers, they are eligible to receive a sweepstakes entry for a chance to win a grand prize of a $2,500 shopping spree or 1 of 12 secondary prize packs, which includes a popcorn maker and a $50 Netflix gift card.

Consumers were to text the promotion keyword ‘CAPPTHENIGHT’ to the shortcode 47056. Then, they received an SMS message with a link to the promotion microsite. 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, consumers receive an email confirming their sweepstakes entry. 3 tier logic generated a random draw to select the sweepstakes winners, and Massimo Zanetti procured and fulfilled the prizes.

Through PLATFORM³, Massimo Zanetti was able to collect data on their consumers’ purchasing behavior. The Data Capture & Analytics module provides insights into users’ shopping habits throughout the promotion. Unilever is able to use this data to make informed business decisions for future promotions and continue to drive sales, engagement, and customer loyalty.