PR Web has gaven away buttons where there were 3 total matches. If you find a person who matches your number you both win something like $100.
I was not exceptionally impressed with the buttons since the payout was so low and the odds of winning were so low, but what would happen if EVERYONE had a match and then there were all kinds of random prizes that could be claimed?
If you make your schwag viral you gain significant mindshare. If you add an element of curiosity, playfulness, or mystery to that then you will surely stand out above the rest. The best schwag also is aligned with your branding strategy, which hopefully helps get people to talk about you and not just the schwag.
