Molson Coors is an American-Canadian multinational brewing company that manufactures different brands of beer, liquor, seltzer, and other alcoholic and non-alcoholic beverages. Some of their brews include Molson Ultra, Coors Light, and Molson Canadian. To celebrate Canada’s 150th birthday, Molson Coors partnered with 3 tier logic to launch their national ‘Molson Canadian Mini Fridge Sweepstakes’ promotion, exclusive to customers in Canada and Molson Canadian products.

Program Objectives

• Drive purchases and sales

• Increase brand engagement

• Improve brand loyalty

• Collect customer data

Strategy

3 tier logic used PLATFORM³ to create a microsite for Molson Coors’s ‘Molson Canadian Mini Fridge Sweepstakes’ promotion, leveraging the following modules:

• Contests and Promotions

• Purchase Receipt Validation

• Data Capture & Analytics

When consumers purchase a 6-pack of Molson Canadian cans from participating retailers, they are eligible to receive a sweepstakes entry for a chance to win 1 of 150 Molson Canadian mini-fridges. 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 they have passed the age gate and their purchase has been validated, consumers receive an email confirming their sweepstakes entry. They were also given a no purchase entry (AMOE) option in which they were to submit a short essay for eligibility instead. Consumers were limited to one entry via receipt or essay per email address per day. 3 tier logic generated a random draw to select the sweepstakes winners, and Molson Coors procured and fulfilled the prizes.

With PLATFORM³, Molson Coors was able to capture insightful data about their consumers’ buying behavior. The Data Capture & Analytics module provides valuable information about shoppers’ microsite activity throughout the promotion. Molson Coors is able to use this data to make well-informed decisions and continue driving sales, engagement, and customer loyalty.