Mars, Incorporated is an American multinational manufacturer of pet food, confectionery, and other food products. Their confectionery brands include M&Ms, Snickers, and Twix, while their pet food brands include IAMS™, TEMPTATIONS®, and Whiskas. Match Marketing and their client, Mars Petcare, partnered with 3 tier logic to launch their national ‘Home Is Where The Cat Is’ sweepstakes promotion, exclusive to consumers in Canada.

Program Objectives

• Drive purchases and sales

• Increase brand engagement

• Improve brand loyalty

• Capture customer data

Strategy

3 tier logic used PLATFORM³ to create a microsite for Mars Petcare’s ‘Home Is Where The Cat Is’ sweepstakes promotion, leveraging the following modules:

• Contests and Promotions

• Purchase Receipt Validation

• Data Capture & Analytics

When consumers purchase $15 worth of IAMS™, TEMPTATIONS®, and/or Whiskas products in a single transaction from participating retailers, they are eligible to receive a sweepstakes entry for a chance to win a $5,000 home makeover and a $5,000 donation to an animal shelter of their choice. They were also eligible to win 1 of 2 secondary prizes for a year’s supply of cat food.

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 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 entry per person per day. 3 tier logic generated a random draw to select the sweepstakes winners while Mars procured and fulfilled the prizes.

With PLATFORM³, Mars was able to gain meaningful insights into consumers’ buying behavior throughout the promotion. The Data Capture & Analytics module provides valuable information about their users’ microsite activity. Mars is able to use this data to make well-informed business decisions for future marketing campaigns and continue driving sales, engagement, and customer loyalty.