Good contest ideas?

This is one of my all time favorites.
A secret contest. Here is how it works.

Direct mail to hot zips includes a contest card and a unique number.

"News 12 wants to know what you think of our new newscast. Watch it for one week and let us know how we did. We'll even offer you a chance at one milion dollars just for watching! If you see your unique number and call with 12 minutes, you win 1 million dollars! Keep this card near the TV to be sure you have our contest number handy when we call. But even if you don't win, e-mail us at wecare@12news.com. Your opinion counts, and it might win you a million dollars!"

Now, during newscast, you run bumpers or ID's that say, "viewer number 123456, call now to win!" and that's it. Direct mail should be staggered delivery to cover the four weeks of the book. time it so they arrive at the same time as the Nielsen diaries. get it?