HereForTheBeer: There's often (always?) a store checkout process for this, that puts the game in your library. Did you go through the checkout, or just click the banner and leave it at that?
In my time here, the vast majority of official, on-site game giveaways/free-with-purchase redemptions have been handled with some sort of (often one-click) "get" button -- usually on the front page, sometimes on some special sale page (like the personal XP tracking pages during a couple of the major seasonal sales last year).
The only giveaway from the last year that I can think of where I had to go to the a game's store page to get the freebie was the first
Constructor giveaway this winter. Last one I know of before that was the
Worms Forts: Under Siege GA in December 2015, and that one was changed to have a front-page banner "redeem" button within a few hours of its start.
In other words: Other than permanent freebies, very few on-site giveaways in the last few years have required (or allowed) going through the checkout to get the game. (There are getting to be more social-media-related ones that use gift codes that must be
redeemed, though.)