The power of competitions?

I recently received an e-mail from sixtyplusufers providing data about the cost per enquiry for campaigns that have been run via its web site. The e-mail explained

How do we do it? By means of our Advertorial/Giveaway promotion, where we run a competition with a prize given by the company. And the competition includes an advertorial section to promote the products. It also includes your email address for the responses - an excellent opportunity for data capture, for follow up of leads, and for monitoring the level of interest for your promotion.

These are some examples of current campaigns.

Of course the bottom line is what is value of this type of competition lead? I guess the proof is if the advertisers keep coming back for more.


Any companies out there willing to share their experiences of using this technique? Dick Stroud