Goya Foods, Inc. is an American food brand whose products are sold in the United States and many Spanish-speaking countries. Some of their products include beans and grains, flour and rice, and snacks and beverages. Cardenas Marketing Network, Inc. and their client, GOYA®, partnered with 3 tier logic to launch their regional ‘Marc Anthony SMS Sweepstakes’ promotion, exclusive to consumers in Chicago, Los Angeles, Houston, Dallas, Washington, DC and Foxwood, Connecticut.

Program Objectives

• Increase product purchasing

• Create brand awareness

• Drive brand loyalty

• Collect customer data

Strategy

3 tier logic used PLATFORM³ to create an SMS project for GOYA®’s ‘Marc Anthony SMS Sweepstakes’ promotion, leveraging the following modules:

• SMS Shortcode Phone Number

• Purchase Receipt Validation

• Data Capture & Analytics

When consumers purchase one qualifying GOYA® refried beans product or guisadas product from participating retailers, they are eligible to receive a sweepstakes entry for a chance to win 1 of 18 pairs of tickets and meet-and-greet passes to a Marc Anthony concert in their city. There was also one grand prize of an all-inclusive trip to a Marc Anthony concert in Puerto Rico. Consumers must first text 1 of 6 region-specific keywords (i.e. ‘LA’, ‘HOUSTON’, ‘DALLAS’, ‘DC’, ‘FOXWOODS’, or ‘CHICAGO’) to the shortcode 47056 in order to receive an SMS message instructing them to send a photo of their receipt. Once they have sent their receipt to the same shortcode and their purchase has been validated, consumers receive an SMS message confirming their sweepstakes entry. At the end of the promotion, 3 tier logic generated a random draw to select the winners from different regions (i.e. three winners from Los Angeles, Houston, Dallas, DC, Foxwoods, and Chicago, respectively).

Using PLATFORM³, GOYA® was able to gain meaningful insights into their consumers’ shopping behavior throughout the duration of the promotion. The Data Capture & Analytics module provides real-time information on users’ SMS activity. GOYA® is able to use this data to make strategic business decisions and continue to drive product purchasing.