Annual Big Ass Giveaway
- Brand
- Caffeine And Kilos
- Year
- 2024
- Objective
- Sales
- Industry
- Retail
- Mechanic
- Arcade & Action
- Platform
- Web
- Agency
- Drimify
Objective
Caffeine and Kilos wanted its annual customer-appreciation giveaway to feel like a real event — one that rewarded loyal buyers, nudged high-value customers toward repeat purchases, and gave the brand a highly visible moment. With guaranteed prizes worth up to $3,700, the catch was keeping access strictly limited to genuine US customers rather than letting the giveaway leak to freeloaders.
Solution
Anyone who placed an order on the Caffeine and Kilos site on January 25, 2024 found a Golden Ticket with a unique access code tucked into their purchase — no promo code, no minimum spend, just the luck of ordering before the 1,000 tickets ran out. Entering the code unlocked an instant-win game, playable straight from a phone, tablet, or computer and locked to US shoppers only. One code bought one play, and the result showed up instantly: there were no losers, since every player walked off with one of three prize packages, and one ticket holder landed the grand prize. A follow-up email spelled out exactly what was in the box, and tickets stayed redeemable through February 29, 2024.
Results
$334,130 in total prizes distributed to 830 rewarded customers, with a 75% engagement rate among those who gained access to the game.
- 1
A Willy Wonka-style promo video on Instagram Reels and TikTok announces that any order placed on the brand's giveaway day will include a chance at a golden ticket.
- 2
A store landing page lays out the rules — any US order on January 25, 2024, no minimum spend, no promo code — alongside a live counter of how many of the 1,000 golden tickets remain, and previews the prize tiers: a guaranteed minimum package, four mid-tier packages, and one grand prize.
- 3
The player places an order in the store; while tickets last, a golden ticket with a unique access code is attached to the order automatically, with nothing extra to enter at checkout.
- 4
The player opens the instant-win game from a link, restricted to US participants, and enters the ticket's access code to unlock play; an invalid or already-used code blocks further progress.
- 5
The player fills out a participant form with contact details for prize delivery, then triggers a single, one-time draw tied to that code.
- 6
The draw resolves instantly and without losses: every player is shown which of the three prize packages they won, and a confirmation email follows with the package contents and redemption details.
- 7
The player redeems the won products and discounts in the brand's store before the February 29, 2024 expiration, after which the ticket becomes void.
