M&M’s Collect & Get with Cineplex

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, leveraged their partnership with Cineplex Entertainment and partnered with 3 tier logic to launch their national ‘Collect & Get With Cineplex’ gift with purchase program, exclusive to consumers in Canada and M&Ms, Snickers, Twix, Skittles, and Starburst products.

Program Objectives

• Drive purchases and sales

• Increase brand engagement

• Improve customer loyalty

• Capture customer data

Strategy

3 tier logic used PLATFORM³ to create a microsite for Mars’s ‘Collect & Get With Cineplex’ gift with purchase promotion, leveraging the following modules:

• Contests and Promotions

• Pin Code Generation and Validation

• Data Capture & Analytics

When consumers purchase eight specially marked M&Ms, Snickers, Twix, Skittles, or Starburst products in either a single transaction or multiple transactions from participating retailers, they are eligible to receive two Cineplex movie tickets. Through the Pin Code Generation Validation technology on PLATFORM³, customers can validate their purchase by registering and submitting the PIN code found inside the product’s packaging. Once their purchase has been validated, customers receive an email with their reward redemption code and instructions on how to redeem it.

Through PLATFORM³, Mars was able to capture valuable information about their shoppers’ purchasing behavior. The Data Capture & Analytics module provides meaningful insights into users’ microsite activity for the promotion duration. Mars is able to use this data to make strategic business decisions for future marketing campaigns to increase sales and brand engagement.