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 Dry, Molson Ultra, Molson Canadian, and Coors Light. Molson Coors partnered with 3 tier logic to launch their regional ‘Coors Light MLB Sweepstakes’ promotion, exclusive to Coors Light products and participating LCBO locations in Ontario. This was the second program activated with 3 tier logic for the Coors Light brand and the fifth overall with Molson Coors.

Program Objectives

• Drive purchases and sales

• Increase brand engagement

• Improve brand loyalty

• Capture customer data

Strategy

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

• Contests and Promotions

• Purchase Receipt Validation

• Data Capture & Analytics

When consumers purchase a 6-pack of Coors Light cans from participating LCBO locations in Ontario, they are eligible to receive a sweepstakes entry for a chance to win 1 of 60 framed MLB commemorative World Series ring sets. 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 sweepstakes entry per person per day. At the end of the promotion, 3 tier logic generated a random draw to select the sweepstakes winners and Molson Coors fulfilled the prizes.

With PLATFORM³, Molson Coors was able to track the promotion’s progress in real-time and collect meaningful data about consumers’ purchasing behavior. The Data Capture & Analytics module provides valuable insights into users’ microsite activity throughout the duration of the promotion. Molson Coors is able to use this data to make well-informed business decisions for future promotions to continue driving sales.