DACS Marketing: McCain Montreal Canadiens

DACS Marketing is a Canadian marketing agency based in Ontario. McCain Foods Limited is a Canadian multinational frozen food company best known for its potato products. DACS Marketing and their client, McCain, leveraged their partnership with the NHL’s Montreal Canadiens and partnered with 3 tier logic to launch their regional ‘McCain Montreal Canadiens Sweepstakes’ program, exclusive to IGA shoppers in Quebec and participating McCain products. This was the first program DACS and McCain activated with 3 tier logic.

Program Objectives

• Drive product purchasing

• Increase brand awareness

• Improve brand loyalty

• Collect customer data

Strategy

3 tier logic used PLATFORM³ to create a microsite for DACS Marketing’s ‘McCain Montreal Canadiens Sweepstakes’ promotion, leveraging the following modules:

• Contests and Promotions

• Purchase Receipt Validation

• Data Capture & Analytics

When consumers purchase one qualifying McCain potato product from participating IGA locations in Quebec, they are eligible to receive a sweepstakes entry for a chance to win a Montreal Canadiens fan experience for four people, consisting of four tickets to a Montreal Canadiens home game, four hockey jerseys, one Bell Centre VIP tour, four knit hats, four Canadiens scarves, four Canadiens retro pucks, forty McCain free coupons, and four $100 IGA gift cards. They were also given a chance to win one of twelve secondary prize packages, consisting of one knit hat, one Canadiens scarf, one Canadiens retro puck, ten McCain free coupons, and one $100 IGA gift card.

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. Consumers were allowed to submit multiple receipts over the course of the promotion. 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 the sweepstakes winners, and DACS Marketing procured and fulfilled the prizes.

With PLATFORM³, McCain was able to capture valuable information about customers’ purchasing habits throughout the duration of the promotion. The Data Capture & Analytics module provides real-time insights into shoppers’ microsite activity and behavior. McCain is able to use this data to make strategic business decisions for future promotions and continue to drive sales, engagement, and brand loyalty.