Pure Life is a brand of bottled water produced by BlueTriton Brands (formerly Nestlé Waters) in North America, and is sold in 21 different countries in Asia, the Americas, Africa, and Europe. The Mars Agency and their client, BlueTriton Brands, leveraged their partnership with Walmart and partnered with 3 tier logic to launch their national ‘Pure Life Home Sweet Home Moments’ sweepstakes program, exclusive to consumers in the United States.

Program Objectives

• Improve brand awareness

• Drive brand engagement

• Capture customer data

Strategy

3 tier logic used PLATFORM³ to create a microsite for BlueTriton Brands’s ‘Pure Life Home Sweet Home Moments’ sweepstakes program, leveraging the following modules:

• Contests and Promotions

• Social Sharing

• Gift Cards & Rewards

• Data Capture & Analytics

When consumers post a lifestyle photo with the hashtags #PureLifeMoments and #sweepstake on Instagram or Twitter (no purchase necessary), they are eligible to receive a sweepstakes entry for a chance to win one of two home makeovers, provided in $7,000 physical Visa gift cards.

Consumers were asked to first register on the promotion microsite. Then, they were to post a lifestyle photo to Instagram, Twitter, or both with the hashtags #PureLifeMoments and #sweepstake, as well as the tags @walmart and @purelifeus. They were limited to one entry per day. At the end of the promotion, 3 tier logic generated a random draw to select the sweepstakes winners and fulfilled the prizes via our prize fulfillment partner. 3 tier logic also provided legal administration by drafting the program’s rules.

With 3 tier logic’s PLATFORM³, BlueTriton Brands was able to collect meaningful data on their consumers’ interests and behaviors throughout the duration of the promotion. The Data Capture & Analytics module provides information on user activity on the microsite. BlueTriton Brands is able to use this data to make strategic decisions for future promotions and drive continuous brand engagement.