Coors Light: Win MLB Tickets with Coors Light

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 Ultra, Molson Canadian, and Coors Light. Molson Coors leveraged their partnership with the MLB and partnered with 3 tier logic to launch their national ‘Coors Light Slo-Pitch Sweepstakes’ promotion, exclusive to consumers in Canada and Coors Light products. This was the second program Molson Coors activated with 3 tier logic for the Coors Light brand.

Program Objectives

• Drive purchases and sales

• Increase purchase frequency

• Improve brand engagement

• Collect customer data

Strategy

3 tier logic used PLATFORM³ to create a microsite for Molson Coors’s ‘Coors Light Slo-Pitch Sweepstakes’ promotion, leveraging the following modules:

• Contests and Promotions

• Purchase Receipt Validation

• Data Capture & Analytics

When consumers purchase a qualifying Coors Light product from participating retailers, they are eligible to receive a sweepstakes entry for a chance to win 1 of 2 grand prizes, which include two tickets to the MLB All-Star Game, two tickets to the MLB All-Star Home Run Derby, and travel and hotel accommodations. They were also eligible to receive a chance to win 1 of 30 secondary prizes of Coors Light-branded coolers.

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. 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 via receipt or essay per email address per day. 3 tier logic generated a random draw to select the sweepstakes winners, and Molson Coors procured and fulfilled the prizes.

With PLATFORM³, Molson Coors was able to collect valuable information about their users’ buying behavior. The Data Capture & Analytics module provides important insights into users’ activity on the microsite. Molson Coors is able to use this data to make strategic business decisions for future promotions to drive sales, engagement, and customer loyalty.