Molson Coors: Molson Canadian & Molson Export NHL

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 Coors Light, Molson Ultra, Molson Canadian, and Molson Export. Molson Coors partnered with 3 tier logic to launch their regional ‘Molson Canadian & Molson Export NHL Sweepstakes’ promotion, exclusive to customers in Ontario and Molson Canadian products, and customers in Quebec and Molson Export products, respectively. This was the tenth program activated with 3 tier logic for the Molson Canadian brand and the fourteenth overall with Molson Coors.

Program Objectives

• Increase product purchasing

• Improve brand engagement

• Foster brand loyalty

• Capture customer data

Strategy

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

• Contests and Promotions

• Pin Code Generation and Validation

• Data Capture & Analytics

When consumers in Ontario purchase a specially marked 6-pack of Molson Canadian cans from participating retailers, they are eligible to receive a sweepstakes entry for a chance to win 1 of 100 NHL puffer vests. When consumers in Quebec purchase a specially marked 12-pack or 20-pack of Molson Export cans from participating retailers, they are eligible to receive a sweepstakes entry for a chance to win 1 of 100 Montreal Canadiens varsity jackets. 

Through the Pin Code Generation and Validation technology on PLATFORM³, customers can validate their purchase by registering and submitting the PIN code found inside the product’s packaging. Once they have passed the age gate and their purchase has been validated, consumers receive an email confirming their sweepstakes entry. Consumers were limited to one entry per person per day. They were also given a no purchase entry (AMOE) option in which they were to submit a short essay for eligibility instead. 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 track the real-time progress of the promotion and collect valuable information about consumers’ purchasing behavior. The Data Capture & Analytics module provides important 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 and continue driving sales, brand engagement, and customer loyalty.