Apparently it's one hour later - they messed up in the initial tweet.
So queue opened several minutes before 12 - i joined around 11:55, and reached the actual giveaway page 10 minutes later. But then, after pressing "Get Key" button, it said "The key could not be provided (not available in your region is one of the reasons)". Without leaving the page, i turned on US VPN, pressed "Get Key" button again, and it put me in different queue , and finally after 30 or so seconds i received a key. First time i won something from those giveaways, hurray!
Congrats!

Something is very weird with SteelSeries today

, I actually got a key and that too
17 minutes after the giveaway started


. They messed up

(no surprises there), it was
1 hour later, got waiting room before the GA as always, then got in
six minutes after the GA started, saw
no keys remaining 
and left it there. I came back after doing some errands, decided to log out, refreshed the page and got waiting room for
2nd time, decided to log out after getting out of the waiting room, read some comments while in the waiting room, then got out and "Get Key" button appeared (At this point I knew SteelSeries was trolling me and I decided to play along coz it's over anyway

).
I clicked and got "Unfortunately, a key could not be assigned to you" error and I was like "well, DUH??", It ended like 10 mins ago, clicked the close button and "Get Key" appeared again for 2nd time, then clicked "Get Key" again and to my absolute shock and horror I got a key 17 minutes into the giveaway



.