Win a PlayStation 5: The JUICD Energy Pre-Launch Giveaway

Campaign Overview

JUICD Energy was a new energy brand preparing to launch its first formula in 2021. Before anything went on sale, it ran a giveaway on giveaway.juicdenergy.com with a simple headline: "Win a PlayStation 5!" The page promised a brand new PS5 Digital Edition to one random winner "to celebrate the upcoming launch of our brand JUICD Energy," with the teaser "Something exciting is coming..."

The campaign ran from March 17 to May 5, 2021, with the winner announced on May 5 across JUICD's social channels and by email. 7,680 people signed up and 3,944 of them confirmed their email, and the page recorded 130,060 page views. Entrants logged 11,932 bonus actions, about three per confirmed entrant.

Campaign Strategy

The prize was a games console, and the bonus actions pointed to Discord and Twitch alongside the usual social channels, so the campaign was plainly aimed at gamers. A PS5 reached that audience directly without asking anyone to know about a product that did not exist yet.

The second half of the offer mattered as much as the console: every entry received early access and an exclusive discount for the JUICD Energy Formula launch. That guaranteed reward was listed as "VIP Access" and unlocked at 10 points, exactly what confirming an email earned. Every confirmed entrant was on the launch list with a discount waiting.

Entry was three steps: enter, confirm, then share and complete bonus actions for extra entries.

• Follow the brand: Instagram (15 pts), Facebook (15 pts), Twitch (10 pts), YouTube (5 pts) and Pinterest (5 pts).
• Join the community: the JUICD Discord server (20 pts) and the Facebook Community Group (20 pts).
• Spread the word: like the Instagram post and tag 3 friends (20 pts), share the giveaway on Instagram (20 pts), and like, comment on and share the Facebook post (20 pts).
• Referrals: 20 points for every friend who entered through a participant's link.

Viral Mechanics & Growth Engine

Referrals earned 20 points, level with the top-value actions. With 150 points available from the bonus actions and 10 for confirming, eight referrals matched everything else on the page combined, so sharing was the way to pull ahead.

The most-completed action was the Instagram follow (2,296), followed by Twitch (1,730), YouTube (1,701), Discord (1,530) and the Facebook page (1,222). The gaming channels stand out: Discord and Twitch logged 3,260 completions between them, and 827 people joined the Facebook Community Group. Those are channels where a launch can be announced directly to people who chose to be there.

The share actions took the campaign beyond the list. 1,012 entrants liked the Instagram post and tagged three friends, 639 liked, commented on and shared the Facebook post, and 178 shared the giveaway on Instagram.

By the final day, the sub-headline read "FINAL DAY TO ENTER" alongside the winner announcement date, giving late visitors a reason to act immediately.

Results & Impact

• 7,680 sign-ups, of which 3,944 confirmed their email (51%).
• 130,060 page views over seven weeks.
• 11,932 completed bonus actions, about three per confirmed entrant.
• 2,296 Instagram follows, 1,730 Twitch follows, 1,701 YouTube subscriptions and 1,530 Discord joins.
• 3,944 confirmed entrants qualified for VIP early access and the launch discount.

3,736 sign-ups, 49% of the total, never confirmed and so never reached the launch list. Even so, JUICD went into its launch with 3,944 confirmed contacts and an audience across six platforms, built before it had a product on sale.

Why This Strategy Works

A brand with no product yet has nothing to show and nothing to sell, so it has to borrow attention. A popular console borrows it from the gaming audience, and the guaranteed launch discount turns that attention into intent: every confirmed entrant has a reason to come back when the product goes on sale.

The bonus actions then build the channels a launch needs. Followers, Discord members and a Facebook group are audiences a new brand can reach on launch day without paying for it. For any pre-launch DTC or beverage brand with a clear audience and a prize that audience already wants, this is the template worth copying.

Key Takeaways

1. Build the launch list before the launch. JUICD ran the giveaway while the product was still "coming," so the list existed on day one.
2. Give every entrant a guaranteed reward. Early access and a discount turned each confirmed entry into a potential first customer.
3. Choose a prize your audience already wants. A PS5 needs no explanation to a gaming audience.
4. Send people to channels you control. Discord and a Facebook group give a new brand a direct line to its first fans.
5. Make the confirmation step impossible to miss. Almost half of all sign-ups never confirmed, the largest gap in the funnel.