Fraté Maté Grand Giveaway: Over €2,500 in Prizes

Campaign Overview

Fraté Maté is a French maté drinks brand that sells canned maté and maté gift boxes. In October 2021 it ran a Blitz Rocket campaign on concours.fratemateclub.com with the headline "Grand Jeu Concours" ("Grand Giveaway") and a clear promise underneath it: "+ de 2 500€ de lots à gagner !", more than €2,500 in prizes to win.

The campaign ran from October 6 to October 31, 2021. 7,995 people signed up and 5,231 of them confirmed their email, giving 5,231 confirmed entrants. The page recorded 169,896 page views, and entrants logged 11,247 bonus action completions across Instagram, Facebook, YouTube, TikTok and the Fraté Maté website.

Campaign Strategy

Instead of one headline prize, Fraté Maté built a ladder of 25 prizes. Fifteen ranked prizes went to the first 15 winners, and the top ten each paired a piece of tech or football merchandise with Fraté Maté's own product:

• 1st to 3rd: an HD smart TV, an Apple Watch and AirPods, each with a gold maté gift box.
• 4th and 10th: a BOOM speaker and a Google Home Mini, each with a premium maté gift box.
• 5th to 7th: Mbappé, Messi and Benzema jerseys, each with a discovery maté gift box.
• 8th and 9th: a copy of FIFA 22 with a pack of Fraté Maté cans.
• 11th to 15th: a €50 Fraté Maté gift card each.

Another ten prizes were drawn at random among all participants: six €50 Fraté Maté gift cards, three packs of Fraté Maté cans and one premium maté gift box. The mix of consumer tech, star players' shirts and a football video game pitched the campaign at a young, football-following audience, and because all 25 prizes included Fraté Maté product or credit, every winner ended up with the brand's own range.

Entry took an email address, and confirming it was worth 9 points. After that, 13 bonus actions were on offer:

• Follow the channels: follow on Instagram (80 pts), follow on TikTok (80 pts), subscribe on YouTube (80 pts) and like the Facebook page (30 pts).
• Engage with posts: like a post and tag two friends (100 pts, offered as two separate actions), like a TikTok (90 pts), comment on a YouTube video (80 pts), share a post (70 pts) and repost in your story (70 pts).
• Help the brand directly: fill in a one-minute questionnaire (150 pts), post a positive review (150 pts) and visit the Fraté Maté website (50 pts).

Viral Mechanics & Growth Engine

The biggest lever was referrals. Each referred friend earned 400 points, while all 13 actions together were worth 1,130 points and the best single action was worth 150. One referral was worth more than a third of everything else on the page, so an entrant chasing a ranked prize had every reason to bring in friends.

On the action side, the most-completed tasks were the low-effort ones: 1,428 Instagram follows, 1,421 website visits and 1,069 Facebook page likes. YouTube drew 878 new subscriptions and 757 video comments, and TikTok 618 follows and 631 likes. The two like-and-tag actions logged 1,715 completions between them, and each one asked the entrant to name two friends, putting the contest in front of people who had not yet seen the page.

The higher-value brand actions paid off too: 830 entrants filled in the one-minute questionnaire and 338 posted a review. Every prize on the reward list carried the same 100-point threshold, a bar an entrant could clear with a few actions after confirming their email.

Results & Impact

• 7,995 sign-ups, of which 5,231 confirmed their email (65%).
• 169,896 page views over the 26-day campaign.
• 11,247 bonus action completions across 13 actions, about two per confirmed entrant.
• Top actions: 1,428 Instagram follows, 1,421 website visits and 1,069 Facebook page likes.
• 1,715 like-and-tag completions, each naming two friends.
• 830 questionnaires and 338 reviews collected through the action list.

This was Fraté Maté's only campaign on the domain. From one prize budget it produced a confirmed list of 5,231 entrants, new followers on four social platforms and survey answers from 830 people.

Why This Strategy Works

A single grand prize tells most entrants they will lose. A ladder of 25 prizes, including ten drawn at random among everyone, changes that calculation: the odds feel real, and a €50 gift card or a pack of cans is still worth a few clicks. Pairing the big-ticket items with maté gift boxes means the brand's product travels with every prize, which turns the giveaway into sampling as well as promotion.

The point values then do the steering. Cheap follows build the channels, higher-value questionnaires and reviews gather feedback, and a 400-point referral puts the heaviest weight on bringing in new people. For a challenger food or drink brand that wants followers, feedback and a confirmed email list from one campaign, this is the template worth copying.

Key Takeaways

1. Split the prize budget across many winners. Fifteen ranked prizes and ten random draws gave entrants 25 chances instead of one.
2. Attach your own product to every prize. Each ranked prize came with a maté gift box, cans or a Fraté Maté gift card.
3. Make referrals the most valuable action by a wide margin. At 400 points, one referral outweighed any two actions on the page combined.
4. Give every channel its own action. Instagram, Facebook, YouTube, TikTok and the website each earned points, so entrants could engage wherever they already were.
5. Use the action list for research. A 150-point, one-minute questionnaire collected 830 responses.