The free copy of RIFT was accompanied by a month of game-time and served as the first reward, meant to bring in players of other RPGs. The other tiers were aimed toward veteran-type players. Al the rewards were available from mid-November to the end of January.
How effective were these rewards? RIFT's daily active players on Raptr increased 470% over the length of the promotion, and average daily playtime jumped up from four hours a day to just over six.
It's almost like players like getting stuff.