Molson Coors: Molson Canadian 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 Molson Dry, Coors Light, Molson Ultra, and Molson Canadian. Molson Coors partnered with 3 tier logic to launch their national ‘Molson Canadian NHL Sweepstakes’ promotion, exclusive to customers in Canada and Molson Canadian products. The promotion was run as four separate programs for the NHL, Edmonton Oilers, Toronto Maple Leafs, and Ottawa Senators, respectively. This was the eighth program activated with 3 tier logic for the Molson Canadian brand and the tenth 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 four microsites for Molson Coors’s ‘Molson Canadian NHL 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 21 pairs of tickets to an NHL game or to each respective team’s home game. For the Edmonton Oilers promotion, consumers were to purchase a 15-pack of Molson Canadian cans to receive a sweepstakes entry for a chance to win 1 of 13 pairs of tickets to an Edmonton Oilers home game.

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. 3 tier logic generated a random draw to select one sweepstakes winner per week over the course of 21 weeks (or 13 weeks for the Edmonton Oilers promotion).

Using PLATFORM³, Molson Coors was able to track each promotion’s real-time progress and capture valuable information about consumers’ purchasing behavior. The Data Capture & Analytics module provides meaningful insights into users’ microsite activity for the duration of the respective promotions. Molson Coors is able to use this data to make strategic business decisions to drive sales and increase brand awareness.