Molson Canadian: Win NHL Tickets with Molson Canadian

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, Coors Light, Molson Export, and Molson Canadian. Molson Coors partnered with 3 tier logic to launch their national ‘Molson Canadian NHL Sweepstakes’ promotion, exclusive to customers in Canada and in partnership with the Toronto Maple Leafs, Edmonton Oilers, Montreal Canadiens, and Ottawa Senators. This was the second program Molson Coors activated with 3 tier logic.

Program Objectives

• Increase product purchasing

• Improve brand engagement

• Drive customer loyalty

• Collect consumer data

Strategy

3 tier logic used PLATFORM³ to create four team co-branded microsites for Molson Coors’s ‘Molson Canadian NHL Sweepstakes’ promotion, leveraging the following modules:

• Contests and Promotions

• Purchase Receipt Validation

• Data Capture & Analytics

When consumers purchase a qualifying Molson Canadian product from participating retailers, they are eligible to receive a sweepstakes entry for a chance to win 1 of 83 pairs of tickets to an NHL game or to each respective team’s home game; consumers in Quebec could also purchase a qualifying Molson Export product instead.

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.

Through PLATFORM³, Molson Coors was able to capture meaningful data about their consumers’ purchasing behavior. The Data Capture & Analytics module provides valuable insights into users’ microsite activity for the promotion duration. Molson Coors is able to use this data to make informed strategic decisions for future promotions to drive sales, engagement, and customer loyalty.