Wrigley: Start The Year Fresh

The Wm. Wrigley Jr. Company, known as the Wrigley Company, is an American chewing gum company wholly owned by Mars, Incorporated. Some of its brands include Big Red, Orbit, Hubba Bubba, Extra, and Juicy Fruit. Integer Group and their client, Wrigley, partnered with 3 tier logic to launch their national ‘Start The Year Fresh’ sweepstakes promotion, exclusive to consumers and participating Kroger retailers in the United States. This was the first program the Wrigley’s brand activated with 3 tier logic and the fifth overall for Mars.

Program Objectives

• Increase brand engagement

• Drive brand loyalty

• Capture customer data

Strategy

3 tier logic used PLATFORM³ to create a microsite for Wrigley’s ‘Start The Year Fresh’ sweepstakes promotion, leveraging the following modules:

• Contests and Promotions

• User-Generated Content and Social Sharing

• Data Capture & Analytics

When consumers register on the promotion microsite using PLATFORM³’s technology (no purchase necessary), they are eligible to receive a sweepstakes entry for a chance to win a grand prize of 1 of 50 $100 Kroger physical gift cards, a first prize of 1 of 100 $50 Kroger physical gift cards, or a second prize of 1 of 200 $25 Kroger physical gift cards. Once their registration is complete, customers receive an email confirming their sweepstakes entry. Consumers could also share the promotion on Twitter with back-to-school tips and an associated hashtag for one additional sweepstakes entry. At the end of the promotion, 3 tier logic generated a random draw to select the winners and fulfilled the Kroger physical gift cards.

With PLATFORM³, Wrigley was able to capture valuable information about consumer behavior in real-time. The Data Capture & Analytics module provides meaningful insights into users’ microsite activity for the duration of the promotion. Wrigley is able to use this data to make informed business decisions for future promotions and continue driving awareness and engagement.