Mars, Incorporated is an American multinational manufacturer of confectionery, pet food, and other food products. Their confectionery brands include Milky Way, Bounty, M&M’s, and Twix, while their non-confectionery brands include Ben’s Original and Dolmio. Match Marketing and their client, Mars, partnered with 3 tier logic to launch their national ‘Grab A Classic’ sweepstakes promotion, exclusive to consumers in Canada and Mars chocolate products.

Program Objectives

• Drive purchases and sales

• Improve customer loyalty

• Increase brand engagement

• Capture consumer data

Strategy

3 tier logic used PLATFORM³ to create a microsite for Mars’s ‘Grab A Classic’ sweepstakes promotion, leveraging the following modules:

• Contests and Promotions

• Purchase Receipt Validation

• Data Capture & Analytics

When consumers purchase a qualifying Mars chocolate product, they are eligible to receive a sweepstakes entry for a chance to win 1 of 2 grand prizes of $15,000 or 1 of 5,000 instant win secondary prizes of a Mars product coupon.

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 ​​and informing them if they won a secondary prize. They were also given a no purchase entry (AMOE) option in which they were to mail in their sweepstakes entry instead. Consumers were limited to ten entries per person per day and could win up to five secondary prizes per person. 3 tier logic generated a random draw to select the sweepstakes winners, and Match Marketing procured and fulfilled the prizes.

With PLATFORM³, Mars was able to capture meaningful information about their users’ purchasing behavior for the promotion duration. The Data Capture & Analytics module provides valuable insights into consumers’ activity on the microsite. Mars is able to use this data to make informed business decisions and continue driving sales, engagement, and customer loyalty.