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, Coors Light, Molson Ultra, and Molson Canadian. To leverage their partnership with The Hudson’s Bay Company, Molson Coors partnered with 3 tier logic to launch their regional ‘Molson Canadian Hudson’s Bay Sweepstakes’ promotion, exclusive to LCBO customers in Ontario and Molson Canadian products. This was the ninth program activated with 3 tier logic for the Molson Canadian brand and the thirteenth overall with Molson Coors.

Program Objectives

• Drive purchases and sales

• Improve brand loyalty

• Nurture brand engagement

• Collect customer data

Strategy

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

• Contests and Promotions

• Pin Code Generation and Validation

• Data Capture & Analytics

When consumers purchase a specially marked 6-pack of Molson Canadian cans from participating LCBO locations, they are eligible to receive a sweepstakes entry for a chance to win 1 of 60 Hudson’s Bay Multistripe Point blankets. 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 sweepstakes entry per PIN code, with unlimited code entry uploads allowed per day. They were also given a no purchase entry (AMOE) option in which they were to submit a short essay for eligibility instead. Molson Coors generated a random draw to select sweepstakes winners and procured and fulfilled the prizes.

Using PLATFORM³, Molson Coors was able to track the progress of the promotion in real-time and gain insights into shoppers’ purchasing behavior. The Data Capture & Analytics module provides important information about consumers’ microsite activity throughout the duration of the promotion. Molson Coors is able to use this data to make strategic business decisions for future promotions and continue driving sales and customer loyalty.