Fairlife Milk: Military Warrior Dash

Fairlife Milk - Military Warrior Dash

Fairlife Milk is a North American dairy company distributed by The Coca Cola Company that produces dairy-based products such as ultra-filtered milk and protein beverages. Their products are sold online and in physical supermarket chains like Kroger, Walmart, Safeway. Don Jagoda Associates (DJA) and their client, Fairlife Milk, partnered with 3 tier logic to launch their ‘Military Warrior Dash’ gift with purchase/sweepstakes promotion.

Program Objectives

  • Build brand engagement

  • Promote product purchasing

  • Establish brand loyalty

  • Collect customer data 

Strategy

3 tier logic used PLATFORM³ to create Fairlife Milk’s promotion branded microsite leveraging the following modules:

  • Contests and Promotions

  • SMS Short Code Phone Number

  • Purchase Receipt Validation

  • Data Capture & Analytics

Consumers were asked to purchase either two Core Power or Core Power Elite products OR one Core Power multi-pack product in one transaction at participating retailers in the U.S. The consumer was then eligible to receive a gift with purchase of a 30% off promo code to register online for a Warrior Dash race in select cities across the U.S. Any U.S. Military personnel that took part in this program also received a sweepstakes entry to win a trip to the Warrior Dash Gulf Coast event.

Consumers must first text the keyword ‘USA’  to the short code phone number 47056 in order to receive an SMS message with a link to the promotion microsite. Through the Purchase Receipt Validation technology on PLATFORM³, customers can then validate their purchase on the microsite by registering and uploading a picture of their receipt. Once their purchase has been validated, customers receive an email with a 30% off promo code. Military personnel also received a sweepstakes entry, and a sweepstakes winner was drawn at the end of the promotion for a trip to the Warrior Dash Gulf Coast.

Using 3 tier logic’s marketing software, PLATFORM³, Fairlife Milk was able to track the progress of their promotion and collect real-time data for later use. The Data Capture & Analytics module provides information on consumers’ purchasing behavior and activities throughout the promotion’s duration. Fairlife Milk was able to gather valuable data to guide future business decisions and increase purchases and sales.

food & beverages3 tier logic teamgift with purchase, sweepstakes