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Case Study · 02 of 13

How SOUL acquired higher-value customers — without ever cutting price.

Brand
SOUL
Trigger
Big Game goes to overtime
Window
7 days · Feb 2026
Mechanic
100% cashback with code OVERTIME
Run a campaign like this →See the campaign creative ↓
LIVE CAMPAIGN ARCHIVE
Big Game result · Feb 8 2026
No OT
Decided in regulation · brand kept revenue, no payout owed
ThresholdOvertime
ActualWon in regulation
Trigger hit?No
▶

SOUL kept every dollar of revenue. PlayAbly absorbed the campaign cost. Shoppers who played got a partner-brand consolation offer.

▶Big Game Overtime · sparkling THC at full price
Results

Full-price acquisition that out-earns discount buyers.

▶ Product photoAdd a product / lifestyle shot
+15%
Higher LTV
vs. discount-acquired shoppers
1.4×
Subscriber rate
First-order renewal matched organic
+43%
New customers
Promo vs. prior week
12.7×
Meta ad ROAS
Across 24 attributed purchases
"
I only bought because the game might pay for it. Three reorders later, I’m a regular.
SC
SOUL Customer
Verified buyer · code OVERTIME

01 — Discounts were buying low-value, one-time customers.

SOUL’s promo-driven acquisition filled carts but not lifetime value — discount shoppers churned fast and rarely subscribed.

They needed new customers who’d stick, without training the audience to wait for a sale.

02 — The Big Game: a moment fans were already glued to.

We tied a 7-day window to a clear condition — the championship game going to overtime — with a liability cap mapped to the margin a 20%-off promo would have cost.

03 — Homepage hero, code OVERTIME, and a paid push.

PlayAbly handled creative, official rules, and tracking. SOUL ran it on its existing stack with code OVERTIME — no developer time.

04 — The outcome: higher-value customers, no overtime.

The game ended in regulation, so SOUL kept its revenue. Full-price buyers showed +15% higher LTV and subscribed at 1.4× the rate of discount-acquired shoppers.

The creative

What shoppers actually saw.

Hero email · launch
SOUL
▶ Big Game Overtime

Buy before kickoff.
If the game hits OT,
your order is free.

OVERTIME
Onsite banner
Last-chance reminder
LAST CHANCE TO ENTER
Kickoff is almost here.
If the game goes to OT, you get 100% cashback.
Outcome email
No overtime this time — thanks for playing.
Regulation finish. Here’s a little something from one of our partner brands.
Why it worked

Three reasons this beats a discount.

A

Quality over coupons.

Full-price buyers behaved like organic ones — higher LTV, more likely to subscribe.

B

A reason to act now.

The kickoff deadline created urgency a discount usually buys.

C

Shareable by design.

Fans told fans they might get the round for free — earned reach, no ad spend.

Have a moment your customers are already watching?

Bring us the trigger. We’ll handle everything else — rules, hedging, payouts, the lot.

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