The Disco Deck Giveaway

Campaign Overview

Disco Sauce is a hot sauce brand that also sells its own merchandise, including the Saucier Hoodie. To start 2021 it ran The Disco Deck Giveaway on giveaway.discosauce.com, with a headline few food brands could use: "Win a Custom Disco Sauce Snowboard and Other Epic Prizes."

The giveaway ran from February 8 to February 22, 2021. It drew 34,928 page views and 2,623 sign-ups, and 1,463 people confirmed their email. Entrants completed 1,971 bonus actions, led by 897 Instagram follows and 716 mailing list subscriptions.

Campaign Strategy

The prize did the marketing. A snowboard is not what anyone expects from a hot sauce brand, and a custom Disco Deck in the middle of winter gave people something to talk about and share. The prize tiers kept the product in every pack: the grand prize was the Disco Deck, a Saucier Hoodie and three bottles of Disco Sauce; second-place packs were a hoodie and three bottles; third-place packs were two bottles. Every winner ended up tasting the sauce.

The page used the Blitz Rocket ladder ("Enter, Share, Complete Tasks, Collect Points, Win Prizes"). After confirming their email (10 pts), entrants could earn:

• Mailing list: subscribe to the Disco Sauce mailing list (100 pts).
• Instagram: follow Disco Sauce (100 pts), tag two friends in the giveaway post (100 pts) and repost it (100 pts).
• Content: submit a photo of you and Disco Sauce (250 pts) or a video (500 pts).
• Referrals: 100 points for every friend who entered.

The action list added up to 1,150 points, and more than half of that sat in the two content actions, so the biggest rewards went to entrants willing to make something with the product.

Viral Mechanics & Growth Engine

A referred friend was worth 100 points, the same as a follow or a mailing list sign-up, so sharing the link was as attractive as any simple task. On the page itself, the Instagram follow was the most-completed action with 897 completions, followed by 716 mailing list subscriptions. Asking for the list opt-in as its own action gave Disco Sauce explicit consent from those entrants, on top of the email captured at entry.

The tag-two-friends action was completed 318 times, and each completion asked for two friends to be tagged on the giveaway post. The higher-effort actions were rarer: 17 photo submissions, 8 video submissions and 15 reposts. There were no points milestones; the three prize tiers were the reward.

Results & Impact

• 2,623 sign-ups, of which 1,463 confirmed their email (56%).
• 34,928 page views in two weeks.
• 1,971 bonus actions completed.
• 897 Instagram follows and 716 mailing list subscriptions.
• 318 tag-two-friends completions and 25 photo and video submissions.

For a small brand, the value is in the mix: a confirmed list of 1,463 people, hundreds of new Instagram followers and explicit mailing list consent, all from a prize pack made mostly of the brand's own products and one custom board.

Why This Strategy Works

Novelty earns attention that a bigger budget cannot buy. A branded snowboard tells people what the brand is like, fun, a little unexpected, tied to a lifestyle rather than a shelf, before they have tasted anything. Pairing it with the product in every tier makes sure the attention turns into trial.

The action list keeps the cost of entry low: four one-tap tasks at 100 points each, with larger rewards for anyone who wants to go further. For small food and drink brands with a strong personality and a limited prize budget, this is the template worth copying: one memorable custom item, the product in every pack, and a list opt-in built into the tasks.

Key Takeaways

1. Pick a prize people will talk about. A custom snowboard from a hot sauce brand stands out in a feed full of gift cards.
2. Put the product in every prize tier. Each pack included bottles of Disco Sauce, so every winner tried it.
3. Ask for the mailing list opt-in directly. 716 entrants chose to subscribe when it was offered as its own action.
4. Price content by effort, then check the take-up. Photos and videos paid 250 and 500 points but drew 25 submissions, so heavy asks need clear examples or bigger rewards.
5. Match the prize to the season. A snowboard giveaway in February lands while people are on the slopes.