The Kellogg Company, also known as Kellogg's, is an American multinational food manufacturing company best known for its cereal and snack brands, including Fruit Loops, Rice Krispies, Eggo, Cheez-It, Pringles, and Special K. Maxx Marketing and their client, Kellogg’s Canada, partnered with 3 tier logic to launch their national ‘Cash For Gas’ gift with purchase program, exclusive to consumers in Canada and Kellogg’s cereal products.

Program Objectives

• Increase product purchasing

• Improve purchase frequency

• Drive brand engagement

• Collect customer data

Strategy

3 tier logic used PLATFORM³ to create a microsite for Kellogg’s ‘Cash For Gas’ gift with purchase promotion, leveraging the following modules:

• Contests and Promotions

• Purchase Receipt Validation

• Data Capture & Analytics

When consumers purchase two packs of specially marked Kellogg’s cereal in a single transaction from participating retailers, they are eligible to receive a $5 prepaid gas card. 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, customers receive an email with their prepaid gas card and instructions on how to redeem it. Consumers were able to validate up to five receipts to receive a maximum of five digital rewards.

Through PLATFORM³, Kellogg’s was able to gain valuable insights into their consumers’ shopping behavior. The Data Capture & Analytics module provides detailed information about shoppers’ microsite activity for the duration of the promotion. Kellogg’s is able to use this data to make strategic business decisions for future promotions and increase sales, purchase frequency, and brand engagement.