Ok yes, I’ll admit it, I was checking out a Victoria Secrets offer.  I actually LOVE getting “spam”  bulk mail.  There normally are some very headlines and copy to learn from.
One of the recent offers I received (well my wife received)  was a unique looking coupon.   Here’s the offer:
Bring this card into your local Victoria Secerts as it’s worth AT LEAST $10, BUT.. it would be worth $50, $100, $500, even $5000.
Instead of telling people that they have already won, you get people to take the action you’re looking for: get them into the store.  Victoria Secrets knows that once you’re in the store your going to shop around and buy several things rather then just one.
How could you use the element of surprise in a sweepstakes to generate traffic to your web site or store front?