The Activation Group is an integrated marketing and advertising agency. The Activation Group partnered with 3 tier logic to launch their national ‘Milk MOOves You’ sweepstakes and gift with purchase promotion, exclusive to consumers in Western Canada and qualifying Dairyland, Beatrice, Island Farms, and Natrel milk products. The promotion was sponsored by the BC Dairy Association, Alberta Milk, Saskatchewan Milk Marketing Board, and Dairy Farmers of Manitoba.

Program Objectives

• Increase product purchasing

• Build brand awareness

• Drive brand loyalty

• Collect customer data

Strategy

3 tier logic used PLATFORM³ to create a microsite for The Activation Group’s ‘Milk MOOves You’ sweepstakes and gift with purchase promotion, leveraging the following modules:

• Contests and Promotions

• Purchase Receipt Validation

• Pin Code Generation and Validation

• Social Sharing

• Shopper Messaging

• Data Capture & Analytics

When consumers purchase specially-marked Dairyland, Beatrice, Island Farms, and Natrel milk products from participating retailers, they are eligible to receive a sweepstakes entry for a chance to win a grand prize of a Honda Ridgeline, a secondary prize of a Honda Fit, or 1 of 400 regional secondary prizes of a $25 McDonald’s gift card. Every litre of milk purchased is equivalent to one sweepstakes entry. Consumers were limited to two entries per day per email address. They are also eligible to receive a digital coupon for a free McCafé beverage.

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. Or, using PLATFORM³’s Pin Code Generation and Validation technology, customers can validate their purchase by registering and submitting the PIN code found on the product’s packaging. Consumers could also share the promotion on their Facebook and/or Twitter accounts for additional sweepstakes entries. They were also given a no purchase entry (AMOE) option in which they were to submit a short essay for eligibility instead.

Once their purchase(s) have been validated, customers receive an email confirming their sweepstakes entry, along with their McCafé digital coupon and instructions on how to redeem it. At the end of the promotion, a random draw was generated to select the grand prize and secondary prize winners, along with the regional secondary prize winners from different regions (i.e. 100 winners from British Columbia and Yukon Territory; Alberta and Northwest Territories; Saskatchewan; and Manitoba, Nunavut Territory, and Northwestern Ontario, respectively).

With PLATFORM³, The Activation Group was able to capture meaningful information about their consumers’ purchasing behavior in real time. The Data Capture & Analytics module provides valuable insights into users’ microsite activity over the duration of the promotion. The Activation Group is able to use this data to make strategic business decisions to continue driving sales and engagement.