Molson Coors: Molson Ultra 2020

Molson Ultra - Whistler Getaway

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 Canadian, Molson Dry, Coors Light, and Molson Ultra. Molson Coors partnered with 3 tier logic to launch their national ‘Molson Ultra 2020 Sweepstakes’ promotion, exclusive to customers in Canada and Molson Ultra products. This was the second program Molson Coors activated with 3 tier logic for the Molson Ultra brand and their twelfth overall.

Program Objectives

  • Drive purchases and sales

  • Build brand engagement

  • Improve brand loyalty

  • Capture customer data

Strategy

3 tier logic used PLATFORM³ to create a microsite for Molson Coors’s ‘Molson Ultra 2020 Sweepstakes’ promotion, leveraging the following modules:

  • Contests and Promotions

  • Purchase Receipt Validation

  • Data Capture & Analytics

When consumers purchase a 12-pack or 24-pack of Molson Ultra cans or bottles from participating retailers, they are eligible to receive a sweepstakes entry for a chance to win 1 of 3 trips to Whistler or 1 of 125 FabFitFun boxes valued at $80 and provided by Molson Coors. 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 sweepstakes winners and secondary prize winners.

PLATFORM³ helped Molson Coors track the real-time progress of the promotion and collect important information about their consumers’ purchasing behavior. The Data Capture & Analytics module provides valuable insights on customers’ 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 to drive product purchasing and brand engagement.

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