Mars, Incorporated is an American multinational manufacturer of pet food, confectionery, and other food products. Their confectionery brands include M&Ms, Snickers, and Twix, while their pet food brands include IAMS™, TEMPTATIONS®, and Whiskas. Match Marketing and their client, Mars Petcare, partnered with 3 tier logic to launch their national ‘Home Is Where The Cat Is’ sweepstakes and gift with purchase promotion, exclusive to consumers in Canada. This was the second program Mars’s pet division activated with 3 tier logic and their ninth overall.

Program Objectives

• Drive purchases and sales

• Increase brand loyalty

• Build brand awareness

• Capture customer data

Strategy

3 tier logic used PLATFORM³ to create a microsite for Mars Petcare’s ‘Home Is Where The Cat Is’ sweepstakes and gift with purchase promotion, leveraging the following modules:

• Contests and Promotions

• Purchase Receipt Validation

• Data Capture & Analytics

When consumers purchase $20 worth of qualifying IAMS™, TEMPTATIONS®, and Whiskas products in one transaction from participating retailers, they are eligible to receive a sweepstakes entry for a chance to win 1 of 3 $10,000 home makeovers and a $5,000 donation to a cat shelter of their choice. They are also eligible to receive a ‘buy one, get one free’ digital 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, customers receive an email confirming their sweepstakes entry, along with their ‘buy one, get one free’ digital coupon and instructions on how to redeem it. At the end of the promotion, 3 tier logic generated a random draw to select the grand prize winners.

PLATFORM³ allowed Mars Petcare to capture valuable information about their consumers’ purchasing behavior in real-time. The Data Capture & Analytics module provides meaningful insights about users’ microsite activity throughout the duration of the promotion. Mars Petcare is able to use this data to make informed decisions for future promotions and continue to increase product purchasing.