Hell Energy – A Record-Breaking Consumer Campaign

Case Studies FMCG Food & Beverages
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Hell Energy – A Record-Breaking Consumer Campaign by RewardPort

About the Client

Hell Energy is one of the fastest-growing energy drink brands globally, known for its bold marketing, high-octane persona, and cult following among young, energetic consumers. With a rapidly expanding presence across India, the brand wanted to spark national engagement and build mass consumer recall — fast.

The Challenge

Hell Energy was looking to go beyond traditional media buys. The objective? Launch a high-engagement consumer promotion that would:

  • Drive brand visibility across India
  • Build direct connections with end-consumers
  • Incentivize repeat brand interactions
  • Generate buzz both online and offline

They needed a partner who could execute at scale with precision — and ensure every participant felt the energy.

The Approach

RewardPort was brought on board to power the end-to-end consumer engagement engine.

Together with Hell Energy, we designed a pan-India digital-first campaign with an exciting reward ladder — from cool daily giveaways to aspirational weekly prizes. The entry process was quick, mobile-friendly, and gamified to drive repeat participation.

To amplify the buzz, we layered the campaign with:

  • Influencer and celebrity shoutouts from Hell Energy’s channels
  • High-volume email and WhatsApp outreach to sports fans, Gen Z, and other relevant consumer bases via RewardPort’s network
  • Transparent winner announcements and daily gratification

The Results

The results were nothing short of explosive:

  • Massive Participation: Over 2 million entries from across 35+ states and UTs
  • Repeat Engagement: A majority of users participated more than once — some even over 100 times
  • Momentum Building: Engagement stayed strong throughout the campaign, with a record-breaking final week surge
  • Trust-Driven Virality: Quick reward deliveries, visible winners, and transparent processes led to strong word-of-mouth

This campaign became one of the largest and most successful consumer promos in the category — setting a new benchmark for scale, participation depth, and ROI on engagement.

Why It Worked

  1. Frictionless UX
    The simpler the entry, the higher the stickiness. Our one-tap mobile flows ensured consumers could enter again and again with zero resistance.
  2. Smart Targeting
    Emailers, WhatsApp nudges, and mid-campaign pushes were customized by segment — sports lovers, college-goers, gym buffs, and more.
  3. Trust Amplifiers
    Daily reward fulfillment, verified winner showcases, and delivery within days. That’s what built a flywheel of trust and organic growth.

Abbott India Ltd

Challenge: Managing end-to-end incentive program for distributors efficiently.

Solution:

  1. RewardPort registered addresses and email ids of all distributors by getting a form filled with their company seal & signature and digitizing it
  2. Created reward catalogue for 5 slabs with 4 gift options in each slab category
  3. Deployed an account manager and operations resource for timely MIS & escalation management
  4. Created a full-proof reward delivery system eliminating pilferage of gifts and theft/misuse by parties
  5. Created periodic schemes for retailers- free recharge on billing of Digene products

Program mechanics: We receive a data file from Abbott team with address and gift option details of the qualified distributors every month. Tangible gifts are dispatched directly on the addresses and e-vouchers are emailed on their registered email id.