They do competitions - any and every. They can be draws, finish a sentence in fifteen words to say how good this product is, guess the number of beans in a jar, who wrote this book etc etc. People win holidays, cars, goods etc, and many of them sell the prizes. I used to run online competitions in the bookshop and thousands of people would enter to win a £5 book. The benefit for us was pushing up the page views, so we would climb google.
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WOW! That's amazing that people can win so many things! O: