Molson Coors is a Canadian multinational brewing company that manufactures different brands of beer, liquor, seltzer, and other alcoholic and non-alcoholic beverages. Heineken, who Molson Coors has the licensing rights to in Canada, is a pale lager beer that originated from the Netherlands. Molson Coors partnered with 3 tier logic to launch their Heineken ‘Unlock Amsterdam’ sweepstakes promotion. This was Molson Coors’ 14th program in partnership with 3 tier logic, having previously worked together for various brands including Molson Canadian, Molson Ultra, and Coors Light.

Program Objectives

• Increase brand engagement

• Promote product purchasing

• Build brand loyalty

• Collect customer data 

Strategy

3 tier logic used PLATFORM³ to create a microsite for the Heineken ‘Unlock Amsterdam’ sweepstakes promotion, leveraging the following modules:

• Contests and Promotions

• Purchase Receipt Validation

• Data Capture & Analytics

When consumers purchase a 12-pack of Heineken cans or bottles, they are eligible to receive a sweepstakes entry for a chance to win 1 of 6 trips to Amsterdam. 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. Consumers were also given a no purchase entry (AMOE) option in which they were to submit a short essay for eligibility instead.

At the end of the promotion, 3 tier logic generated a random draw to select 6 grand prize winners, each from different regions (i.e. two from Quebec and one each from Manitoba/Saskatchewan, Alberta, British Columbia, and Nova Scotia/New Brunswick/Newfoundland and Labrador).

PLATFORM³ allowed Molson Coors to track the real-time progress of the promotion and collect valuable consumer data. The Data Capture & Analytics module provides information on consumers’ purchasing behavior on the microsite over the duration of the promotion. Molson Coors is able to use this data to make informed business decisions for future promotions to further drive sales and increase brand engagement.