
5 Types of Giveaways Every CPG Brand Should Try (And When to Use Them)
Step aside, tired giveaways. Southern Made is taking over this week’s Thirst Trap Blog by Moxie Sozo with a fresh take on how to make your promos pop.
Giveaways today aren’t just about making people feel good. They’re secret weapons for building loyalty, gathering data, and getting your brand noticed. But let’s be real. The best ones aren’t just about handing out free stuff. They’re about nailing the experience and showing up at just the right time.
At Southern Made, we’ve worked with CPG brands on everything from surprise social drops to immersive digital games. One thing we’ve learned? Great giveaways don’t just give. They create buzzworthy moments that stick. The magic happens when you match the right format to the right goal, whether you're launching something new, driving in-store visits, or giving your biggest fans a reason to keep coming back.
In this post, we’re serving up five giveaway ideas every CPG brand should keep in their back pocket. They’re digital, scalable, and built to help you connect with your audience in fun and meaningful ways.
1. Surprise & Delight Giveaways
A Surprise and Delight Giveaway is a marketing tactic where a brand unexpectedly rewards customers or followers with gifts, perks, or exclusive experiences without requiring them to take action or formally enter a contest.
What Makes It Unique?
Unlike traditional sweepstakes or contests that involve entry forms or rules, Surprise and Delight focuses on spontaneous generosity. The goal is to create a positive emotional response that strengthens brand loyalty and encourages organic sharing.
How It Works:
Users are rewarded instantly! A reward could be given at random or for completing a simple task, such as following your account, sharing a post, or entering a code.
Example: A yogurt brand launches a “Flavor Friday” campaign where Instagram followers swipe up to enter a mobile microsite and immediately find out if they’ve won a free product voucher, branded merch, or social shoutout.
Digital Twist:
- A dynamic landing page with animation to reveal the prize.
- Incorporate a mobile-first microsite or WebAR element to “unwrap” a digital gift box.
- Add CRM integration for easy contact capture and retargeting.
Best For: Social engagement boosts, influencer collaborations, and seasonal activations.
2. Gamified Instant Wins
A Gamified Instant Win uses a simple digital game mechanic, such as a spin wheel, scratcher, or match game, to instantly reveal whether a participant has won a prize.
What Makes It Unique?
It combines the fun of gameplay with the excitement of immediate reward. Unlike traditional sweepstakes that rely on waiting for a drawing, users know the outcome right away, which keeps them engaged and eager to try again.
How It Works:
Participants access a branded online experience (typically by scanning a QR code or visiting a microsite) and play a quick game. Based on pre-set odds, they either win instantly or are encouraged to try again another day.
Example:
A snack brand promotes its back-to-school products by placing QR codes on packaging. Shoppers scan to play a “Snack Match” game online and instantly find out if they’ve won lunchboxes, discount codes, or a grand prize family trip.
Digital Twist:
- Mobile-first scratchers, spin wheels, or match-3 games.
- UPC validation or QR code activation from in-store products.
- Embedded gameplay in branded emails or apps for repeat engagement.
Best For: Retail promotions, product launches, and first-party data collection.
3. Tiered Loyalty Programs
A Tiered Loyalty Giveaway rewards customers based on the number of actions they complete, like making purchases, referring friends, or engaging with content. The more they do, the more chances they earn.
What Makes It Unique?
It's built to encourage ongoing participation, not just one-time entries. By structuring rewards around milestones, brands can incentivize repeat engagement and deepen customer relationships over time.
How It Works: Customers sign up via a branded portal or microsite and earn points or entries for different actions. Those points unlock rewards or move them closer to winning higher-tier prizes.
Example: A dairy-free brand launches a “Better With Every Bite” campaign. Users earn points for uploading receipts, taking a lactose education quiz, or sharing a product review. Rewards include recipe books, branded swag, and a chance to win a kitchen makeover.
Digital Twist:
- Live progress trackers that show how close users are to the next reward.
- Personalized dashboards for logged-in users.
- Automated emails or texts to encourage continued participation.
Best For: Loyalty programs, retention campaigns, and CRM growth.
4. Second-Chance Sweepstakes
A Second-Chance Sweepstakes gives customers another opportunity to win (usually after not winning an instant prize or purchasing a non-winning product).
What Makes It Unique?
It keeps consumers engaged even if they didn’t win the first time. This “try again” mechanism encourages repeat purchases and extends campaign life without needing additional inventory or prizes.
How It Works: Customers enter a unique code from packaging or a retail receipt into a sweepstakes microsite. They might play a quick game or simply submit their info for a chance at a larger prize drawing.
Example: A sparkling water brand launches limited-edition summer flavors. Each can has a code under the tab. If consumers don’t win instantly, they’re invited to enter the code online for a second chance drawing to win a branded beach kit or concert tickets.
Digital Twist:
- Submission gallery with voting or sharing options.
- AI or human moderation tools to ensure safety and brand fit.
- Referral links that reward participants for bringing in more votes.
Best For: Community-building, brand storytelling, and gathering authentic content.
Final Thoughts
Giveaways aren’t just a “nice to have” anymore. They’re power plays for building brand love, sparking real connection, and gathering the kind of data that actually helps your brand grow. Whether you're surprising superfans, turning a launch into a game, or getting people to share their stories, it all comes down to picking the right format and making it unforgettable with smart digital touches.
With the right design and strategy, and the right technology to back it up, even the simplest giveaway can become a moment your audience won’t forget, one that keeps paying off long after the prizes are gone.
About the Author
Melinda Lathrop is the Strategic Partnerships Director at Southern Made, a digital experience agency that collaborates with brands and agencies to build custom sweepstakes, interactive campaigns, and connected retail activations. With a background in both marketing strategy and experiential tech, Melinda helps CPG brands bring bold ideas to life through smart, scalable digital solutions that captivate audiences and drive results.