Well, whether they're making money on this or not is something that's not totally easy to say. Logically speaking, they wouldn't repeatedly do it if they weren't. But on an individual level, in my case, they're not making money on me. I have my set list of items I want to order, mainly Star Wars, and will order them whether I have points or not. I saved up all my points for a long time and used them on the Snowtrooper 2-pack. But I would've ordered it even if I had no points.
In this case, they spent $225 in codes (plus prizes) to get people to watch their podcast, which advertised products. It's likely that the increased amount of people who watched because of the giveaways justified that expense for the advertising budget, but we don't have those numbers either. If they sell just a few more products to people who wouldn't have watched otherwise, then that would justify the expense.
Clearly they're trying to use the codes to get people to watch all this social media stuff. That makes sense for advertising. Us sitting here and collecting the codes without watching isn't as well-justified financially from their end.