This May Cherry Lane Shopping Centre challenged local entrepreneurs to create a 30-45 second commercial to advertise their new business in a bid to win cash and prizes. Teams presented their commercials to the panel of judges prior to them being posted to a customized Dragon's Den tab on Cherry Lane's Facebook page. A call to action across various media channels pushed new and existing customers to the Cherry Lane Facebook page which automatically defaulted to the Dragon's Den tab. 3 Tier Logic's Video Voting app allowed people to watch and vote for their favourite commercial from within the Facebook environment. Votes were limited to 1 per person and were dynamically tabulated and displayed throughout the duration of the contest. Social media tools, including auto-populated Twitter post, Facebook's "Post to profile" and "Invite Friends to vote", were integrated into the app providing participants with the means to market the contest virally.

In support of the 20th Anniversary of Jeans Day at BC Children's Hospital, Mavi Jeans worked with 3 Tier Logic to host a Denim Giveaway on Facebook. Jeans Day is a prominent fundraising event which plays a significant role in raising awareness and funds for the children at the hospital.

All traditional and digital media for the Jeans Day campaign pushed participants to the BC Children’s Hospital Facebook fan page. Upon landing on this page, participants were redirected to the Mavi Jeans Facebook fan page. Participants followed a simple 2 step process to enter the contest; 1) click to 'Become a fan' of Mavi Jeans Canada and 2) complete the entry form. Mavi used the contest entry form to gather profiling and preference data on its fanbase.

On April 1st, 2010, the St. Louis Rams launched their 40-week “Fan Friday” promotion offering their fans a chance to win weekly prizes. From now until December 31st, the Fan Community comprised of Twitter Followers, Facebook Fans, e-newsletter subscribers and online website traffic will be pushed to Facebook.com/Rams to enter to win prizes from the weekly “Fan Friday” drawing, including – jerseys, club seats, training camp access, and footballs. 

Each media channel was allocated a unique promo code to allow the St. Louis Rams to track the media pull. For example, the call to action on Twitter was: “Want to win weekly prizes? Become a Fan @ http://Facebook.com/Rams & enter your special promo code VFWK to be entered to win weekly prizes”, compared to the e-blast”, where as the e-blast said “Click HERE to Enter the Contest. Promo code S6N2”. The “Fan Friday” contest entry form collected detailed Fan data including demographics, contact information (email, cell phone), geographic area, and opt-ins for mobile and e-mail. Using 3 Tier Logic’s Winner Lottery System, “Fan Friday” winners were selected each week with an automated e-blast deployed to them.

Using the collected profile data, the St. Louis Rams will be able to segment their database to deploy targeted offers (eg. an e-mail blast for seasons tickets for all Missouri residents). 

Furthermore, the St. Louis Rams will leverage the “Fan Friday” database when they plan to launch RamsUnited.com and Fantasy Football later this year. 

3 Tier Logic and Global TV recently completed a very successful SMS campaign for the legendary, Army & Navy’s Annual Shoe Sale. One lucky GlobalTV viewer won VIP Access for them self and three friends which included early entrance to the sale, $500 Army and Navy gift card, night at the Fairmont Pacific Rim Hotel, dinner at Oru, pedicures at Willowstream Spa and a personal chauffeur (prize value $1200). 

Through on-air announcements during the morning news, television commercials, and the commercial on ArmyandNavy.ca, the campaign engaged over 6000 participants during its two week duration. Participants that “Text SHOES to 889988”* received entry into the contest, and all opt-in participants then received a reminder “top of mind” text message with insider sale information two days before the sale.

(*Standard messages and/or data rates might apply).

3 Tier Logic and Woodgrove Centre (Ivanhoe Cambridge) recently launched their 5th campaign entitled “shoe-a-palooza.” This campaign leveraged their existing mobile database built from their previous campaigns with the text blast to drive traffic to the four “If the Shoe Fits” events (text blast: “Join Woodgrove Centre 12-4pm every Sat (April 24-May15) 2 win a Girls’ Weekend getaway & $250 wkly gift cards. 2 opt-out, reply UNSUB.”)

Each weekend event and shoe display encouraged shoppers to try on that week’s selected shoes. Contest entry was done on Woodgrove Centre’s touch screen kiosk, allowing all shoppers that tried on a shoe to enter for that week’s $250 Woodgrove Centre Gift Card giveaway. Furthermore, if the shoe fit and the participant was above the age of majority, they were also eligible to enter for the Girls’ Weekend Getaway. 

Based upon pre-set criteria, 3 Tier Logic’s back-end systems used customer data key identifiers to ensure each customer can only receive a maximum of 1 Girls’ Weekend Getaway entry, and up to 4 $250 gift card entries (up to 1 entry per event).

3 One of the challenges Red Bull faced on their Fan Page was the ability aggregate data, photos and videos for their upcoming “Thre3Style” contest – a DJ event taking place in ten countries around the world.

Due to Facebook’s application rigidity, Red Bull had to post Thre3Style photos under the PHOTO tab, Thre3Style event information under the EVENTS tab, and videos outside of Facebook on their Vimeo channel. 3 Tier Logic developed a custom application to allow Red Bull to create one central “Thre3Style” tab thereby becoming a central hub for all information, photos, videos, and comments related to this specific DJ contest. 

As Red Bull continued to update their Vimeo channel with new DJ videos, 3 Tier Logic was able to use Vimeo’s API to dynamically display the latest videos on their Facebook page. Furthermore, every time the Facebook page was refreshed, new videos were featured on the “Thre3Style” tab. Furthermore, this tab housed a “Thre3style” photo competition allowing participants to comment and “like” their favourite photos, event information, ability to invite friends, and the prmTwitter module. The Twitter integration into Facebook includes all the official @RedBull3Style tweets, the Twitterfeed pulling related Twitter chatter (all tweets mentioned #ThreeStyle, RedBull3Style, 3Style etc), and the “share to Twitter” function with a pre-written tweet by Red Bull.

Television station, GlobalTV, and shopping mall, Metropolis at Metropolis, recently teamed up to offer shoppers their chance to win a “No Worries Weekend” promoting The Lion King Broadway’s Award-Winning Best Musical with 2 nights at the Westin Bayshore, dining and spa treatments at the Vida Spa at the Westin Bayshore.

Over the two week period, GlobalTV’s morning news anchors encouraged viewers to “Text SIMBA to 889988”* for their chance to win the grand prize plus be registered for the Scavenger Hunt to win additional Metropolis at Metrotown gift card prizing. Participants received two text message reminders leading up to the Scavenger Hunt event.

Participants were directed to start the hunt at Metropolis at Metrotown’s Grand Court whereby they were prompted to text in BAMBOO to begin their hunt. They then received their first text message question: “Question 1: In the “Lion King”, Simba learns about the “Circle of ______”. To answer, text in the word LIFE or DEATH”. Participants that texted in the correct answer, then were prompted to go to another location in the mall to retrieve their next clue. Participants that answered incorrectly, were encouraged to text in again. In total, participants were directed to various locations within the mall before receiving the final keyword to text-in to be eligible for 10 grand prize bonus entries and Metropolis at Metrotown gift cards.

(*Standard messages and/or data rates might apply).

3 Tier Logic has added two custom Facebook tabs to So Good soy beverage's Fan Page allowing Fans to access recipes and a coupon. As other grocery and food product brands are embracing Facebook, So Good offers Fans four new recipes requiring So Good products, while the coupon tab drives traffic to Save.ca, an external coupon partner.

3 Tier Logic has just launched their prmTwitter module to meet brands' increasing demand to communicate with their consumers through social media. The integration of prmTwitter allows for cross-channel promotions and maximizing the brand interactions between their Facebook Fans and Twitter Followers. prmTwitter is compromised of:

• Twitter Integration into Facebook: Creation of a Twitter tab, the central hub to provide FacebooK Fans the same information as their Twitter community, regardless if they have a Twitter account
• Twitterfeed: Brings together all the official tweets from the brand twitter account (@BrandName), plus all the tweets mentioning the brand (#BrandName, Brand Name, BrandName
• Share on Twitter: Allows Facebook users to connect with their Twitter account and post a pre-written Tweet by the brand
• Twitter Promo Codes: Unique promo codes can be integrated into Tweets and tracked when pushing Followers from Twitter to a microsite of Facebook registration

3 Tier Logic is looking forward to developing BCAA’s (British Columbia Automobile Association) customized SMS Border Line-up Service. This service-based campaign will allow travellers heading down to the United States to “Text BORDER to 1-BCAA (1-2222)”* and instantly receive the latest border line-up wait times at Pacific Highway/Truck Crossing, Sumas and Peach Arch. The service provided by BCAA, will also include a “click to call” phone number and website allowing users to instantly connect with BCAA to purchase Travel Medical Insurance for their trip..

(*Standard messages and/or data rates might apply).

Casino Pauma, located in San Diego, California, wanted to convert their existing Palm Club Members (loyalty club) into mobile subscribers however faced the challenge of now trying to acquire their mobile phone number. Casino Pauma wanted to be able to capture their mobile phone numbers, while extending their gametime at the casino.

Casino Pauma’s magazine featured a one-page print ad featuring the call to action, “Text PAUMA & your Palm Club Number to 32075 for your chance to win $1000 in Pauma Play.*” Each Palm Club member would text in their Palm Club Number (eg. Text message “PAUMA 369002524” to 32075*) and receive the bounceback of, “Ur entered 2 win $1000. U've also won $10 in Pauma Play. Show this msg @ the Palm Club B4 [month-date] @ midnight 2 redeem. Promo code XXXX”.

Futhermore, in-house concert events featured the same call to action encouraging Palm Club members to redeem their $10 free play after the concert, thereby extending their gametime on the casino floor.

(*Standard messages and/or data rates might apply). 

On January 1st, 2010, 3 Tier Logic launched their latest module under their proprietary Prospect Relationship Management Platform (prm). With Facebook’s 145% growth in the past year, rising from 40 million to 100+ million users, brands are realizing social media is now necessary to connect directly with consumers and their social groups.
 
The reallocation of digital/website budgets to now include social media has allowed 3 Tier Logic to offer brands Facebook applications that provide a deeper connection with consumers (Facebook Fans) to capture data through the registration of contests, promo codes, events etc. 3 Tier Logic’s applications work with Facebook’s core codes and authorization to ensure compliance with Facebook’s rules and regulations. 3 Tier Logic’s applications are fully integrated within the Facebook environment and provide a seamless and transparent user interface.

3 Tier Logic can enable brands the same functionality on Facebook that they have to come expect on the web. This allows brands to gain more customer knowledge, beyond just knowing their Facebook Fan status. Brands can now host contest pages, event registration, custom polling, promo code redemption, exclusive couponing, and mobile/SMS integration. Furthermore, all campaign participants can “post to profile” and promote the contest to their social groups through their profile and Newsfeed.

Using 3 Tier Logic’s prmFacebook module, Red Bull Canada recently wrapped a successful campaign for their “Crashed Ice” sweepstakes providing Canadians a chance to be selected to qualify in their local city. Last year, 64 qualifiers made it to the actual race in Quebec City which was witnessed by over 100,000 people and another 1.3 million people on TV.

To increase their Facebook presence, registrants were required join and become fans of Red Bull’s Facebook Fan Page before filling out the contest entry form. prmFacebook’s database hosting platform allowed Red Bull to capture detailed information on their Facebook Fans, information they would not otherwise have. This year’s total registrants surpassed last year’s number of registrants by 20%, with the number of Facebook Fans increasing by 267%.

Using 3 Tier Logic’s lottery system, 220 qualifiers were selected from each of the 11 Canadian cities. All qualifiers were notified via email and instructed to confirm their event attendance by clicking on a unique URL. The rest of the registrants received an email thanking them for their participation.

Each seasonal mobile marketing campaign can easily add hundreds to thousands of members to your opt-in mobile database (“Mobile VIP Club”) which brands can communicate with through ongoing  SMS text alerts and updates throughout the year. While keeping “top of mind” with this core database is an effective communication strategy, how do brands continue to grow this database IN BETWEEN seasonal campaigns?

3 Tier Logic is recommending to brands the incorporation of a “mobile widget” on their website. A mobile widget is a customized application designed to register mobile subscribers by having users enter their cell phone number and carrier information to receive ongoing text messages from the brand. The mobile widget can also capture demographic information of these opt-in subscribers, such as gender, age, and preferences. This allows brands to continually build their mobile database and deploy new content (eg. contest announcements, events, special offers, mobile coupons etc) throughout the year. Furthermore, collecting mobile subscriber data and preferences allows brands to segregate the mobile database and send targeted text messages for increased receptiveness and redemption.

3 Tier Logic and Dynamite, of Groupe Dynamite Inc., will be launching four SMS campaigns between February and May 2010 to promote their new concept store openings across Canada. Four to six weeks before the store’s opening, store front signage and hording will encourage potential shoppers to “Text YORKDALE to 889988* – To get your exclusive offer for the Dynamite Grand Re-opening  at Yorkdale Shopping Centre.  On each store’s opening weekend, all participants on that Dynamite’s mobile database will receive a text message containing a mobile coupon redeemable that weekend only. Each text message will feature a unique alpha-numeric promo code to allow for tracking and redemption. The first of these four campaigns will be launching February 1st at Galerie D’Anjou in Quebec, followed by Yorkdale Shopping Centre in Toronto, Mall Champlain in Montreal, and Kingsway Mall in Edmonton.

(*Standard messages and/or data rates might apply).

Over the last year, 3 Tier Logic has seen a shift in Canadian shopping mall campaigns and their contest prizing. While the majority of shopping malls’ seasonal campaigns and contests still revolve around one grand prize, generally a large mall gift card or shopping spree, 3 Tier Logic has noticed the shift in instant prizing which increasingly has become composed of retailer gift cards, items, or coupons. Reduced campaign budgets have forced mall marketing directors to stretch their advertising dollar, while still providing an enticing prize pool for maximum prize redemption and participant data collection. While mall gift cards and mall-branded promotional items are still prevalent in campaigns, marketing directors have increasingly garnered support from their retailers to have large instant prize pools thereby allowing all contest participants to be winners. In order to redeem their prize, prize winners must claim their prize in-mall during a certain time period, which drives in-mall traffic and retailer sales and revenue.

Retailer prizes can range from gift cards in various denominations (eg. 1 x $50 gift card, or 5 x $10 gift cards), products and items (eg. gift baskets, featured products etc) or coupons (eg. “25% off next purchase”, “Redeemable for free drink”, “Free gift with purchase” etc).  

3 Tier Logic welcomes Morguard Properties and their Saskatoon, Saskatchewan shopping mall, The Centre. 3 Tier Logic and The Centre are planning an integrated SMS text messaging campaign scheduled for the holidays to increase in-mall traffic, drive sales, track media channel pull, all while text messages participants receive will also act as an advertising media for campaign sponsors. The contest will provide participants the opportunity to win the grand prize of a $1000 The Centre gift card and a $1000 donation to their charity of choice. All participants will also be eligible for their chance at over 1400 instant prizes ranging from The Centre gift cards and promotional items, to gift cards, products and mobile coupons from various The Centre retailers and sponsors. Furthermore, "top of mind" interactions will also be encouraged through additional daily entries for the grand prize.

3 Tier Logic recently completed New Sudbury Centre’s holiday campaign which offered participants a chance to win a $1000 gift certificate and instant prizes. Participants were able to enter the contest through multiple channels and “calls to action”, including SMS text messaging (“Text SHOP to 889988 for your chance to win...”*), New Sudbury Centre homepage (“Enter online at newsudburycentre.ca”), on the touch screen kiosk located in the mall (“Touch HERE to enter”), or through Customer Service representatives and their customized iPod app. Instant prizes winners were able to redeem their winning promo codes on the touch screen kiosk that printed out a prize coupon to be taken to Customer Service to be exchange for their prize.

(*Standard messages and/or data rates might apply).

3 Tier Logic and Dynamite, of Groupe Dynamite Inc., will be launching four SMS campaigns between February and May 2010 to promote their new concept store openings across Canada. Four to six weeks before the store’s opening, store front signage and hording will encourage potential shoppers to “Text YORKDALE to 889988* – To get your exclusive offer for the Dynamite Grand Re-opening  at Yorkdale Shopping Centre.  On each store’s opening weekend, all participants on that Dynamite’s mobile database will receive a text message containing a mobile coupon redeemable that weekend only. Each text message will feature a unique alpha-numeric promo code to allow for tracking and redemption. The first of these four campaigns will be launching February 1st at Galerie D’Anjou in Quebec, followed by Yorkdale Shopping Centre in Toronto, Mall Champlain in Montreal, and Kingsway Mall in Edmonton.

(*Standard messages and/or data rates might apply).