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 Boston Pizza and partnered with 3 tier logic to launch their regional ‘Coors Light Raptors Tickets Sweepstakes’ promotion, exclusive to customers in Ontario and Coors Light products. This was the third program Molson Coors activated with 3 tier logic and the first for the Coors Light brand.

Program Objectives

• Increase product purchasing

• Improve brand engagement

• Foster brand loyalty

• Capture customer data

Strategy

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

• Contests and Promotions

• Purchase Receipt Validation

• Data Capture & Analytics

When consumers in Ontario purchase a qualifying Coors Light product from participating Boston Pizza locations, they are eligible to receive a sweepstakes entry for a chance to win 1 of 40 pairs of tickets to a Toronto Raptors game. 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 consumers’ purchasing behavior. The Data Capture & Analytics module provides insights into users’ microsite activity for the duration of the promotion. Molson Coors is able to use this data to make informed business decisions and continue driving sales, engagement, and customer loyalty.