We created a “Lucifer Sin Rewards Card,” the first ever rewards card that rewarded fans for sinning. Like most cards, we kicked off with a usual credit card commercial asking fans to post on social media about the sin they are most guilty of. We then matched their responses to one of the 7 deadly sins and mailed them a direct mail package including their very own Lucifer Sin Rewards Card that has credit to use on their selected sin. For example, our gluttonous fans were rewarded with a Gluttony Rewards Card, to spend any food-related indulgence of their desire. We then encouraged our fans to post their purchases on social media with #CashInOnSin. In the weeks leading up to the premiere date, we reposted our favorite fan videos and posts of the purchases our winning fans were using their rewards card for.

The campaign launched several weeks before the show’s premiere with a Credit-Card like commercial introducing the Lucifer Sin Rewards Card, encouraging fans to post the sin they are most guilty of and tag our official account, @LuciferNetflix. In the next phase, we continued to tease the contest as social submissions were posted, on our properties and through influencers. A third party contest company then chose the winners evenly based on the sin they posted. Next, we sent direct mail to the winners - a devilishly designed, Lucifer branded box containing the Lucifer Sin Rewards Card - custom to one of the seven sins. The users could then use their card, which acted as a pre-paid gift card, on purchases exclusive to the sin’s category. Winners were encouraged to share their purchases they’ve made with the card using #CashInOnSin. We then reposted the best ones, maintaining engagement leading up to the release date.