ASUS ROG is giving away five Power-Up bundles and sixty game codes along with the festive season giveaway for ROG Ally users to relieve the stress of the holiday season. Participants must upload their pictures on Instagram along with their Ally and use hashtag #whereismyAlly and then submit the link through a Glam page to be part of the event. The marketing activity not only excites but also creates some buzz and confusion around it in the gaming community.
Thus, ASUS ROG was able to embody the holiday spirit, although a little earlier this year, by creating a hidden giveaway that has been widely talked about among portable PC enthusiasts. The condition was that they were giving away five of their ROG Ally Power-Up bundles which surely would include some extra goodies such as a case, charger, who knows; plus, an incredible 60 game codes to share. Nevertheless, the entry requirement is – “you must have an ROG Ally, Ally X, or any of the ROG Xbox Ally variants to participate”. While it is a bit demanding, it certainly makes sense from a brand engagement perspective since it immediately created this… interesting dynamic in the replies.
For social media users, to get entry to the contest is not a hassle at all. First, a photo or video of the moment shared with your Ally has to be uploaded to Instagram (public account) with the hashtag #whereismyAlly. The next thing is to go to their Gleam page (a link is provided) and submit the Instagram link. Of course, terms and conditions apply. A classic social media giveaway is the method used, which has been adjusted for the gaming handheld interest.
What do the players say? It is a combination which is actually the most human part of the entire story. Some people are very skeptical while others are really enthusiastic. User ‘The Chaos Lounge’ commented: “Awesome opportunity to win an ally folk!” thus showing the real excitement. Another user, Lady Malicysin, went holiday wishlist mode tweeting, “I really want a ROG!….Santa I’ve been really really really really really good!” which is very cute and exactly the kind of energy these promotions try to generate.
But then, as it is usually the case on the net, the negative side of the issue came out. It is at this point where things become relatable, somewhat messy, but real. A number of comments pointed out the main irony of the contest. User viper1829 put it in a nutshell: “You want me to upload a photo of myself with my ROG Ally in order to win a ROG Ally?” plus a thinking face emoji. This is a strong argument. TheFlo84 was even more direct and critical, calling it “a pretty dumb Idea… not going to lie. I won’t buy an Ally just to win an Ally.” Which, the reasoning is simply unassailable. The prize is for current owners and thus it is in a way more of a loyalty reward or an opportunity to win extra gear rather than a technique to obtain the device itself.
Also, there is a segment of people who are not eligible for the entry and are somewhat disappointed. Danny Hunter expressed the discontent of thousands of Steam Deck owners with the remark, “Damn dude, I thought this was gonna be to win a ROG Ally X … cries in steam deck 😅😭.” The pain is real when you are on a different platform. Carl was another user who listed his two issues as “1. I don’t have Instagram 2. I don’t have a ROG Ally” and then, he jokingly asked if he could enter via Twitter with a pic of his Steam Deck. That got a laugh. And Dr1v3r included a funny picture of… probably an empty space or his hand, with the caption “#whereismyAlly I don’t have insta or a rog. So here’s a moment with mine.” The sass is strong with that one.
On the flip side, there were some minor arguments about the platforms. User GamepadderX just commented, “Sharing Instagram contests on @X is 💩,” a comment that probably means the same for anyone who prefers to keep their social media contacts separate. It also serves as a reminder that marketing strategies involving different platforms can sometimes be awkward to implement.
So what is really behind this ASUS ROG Ally giveaway? It seems like a ploy to keep the Allied handheld line alive with user-generated content and chatter around during the holiday season. It’s as if the company is securing a vast amount of free, genuine advertising by having the owners show off their “moments.” The prizes—Power-Up bundles and game codes—are basically the bait for that. It’s smart, but it comes with exclusivity. This is not a contest for the first-timers who are waiting for their first Ally to arrive; it is a thank-you (and a further engagement tool) for those who have a PlayStation or other platform loyalty.
