How to build a brand experience? Give away $150,000 worth of stuff

Sparkfun, my favorite spot for hobbyist electronics, is running an awesome annual promotion where, starting at 11 am EST, customers can get up to $100.00 of free merch, provided you pay for shipping and answer some basic knowledge electronics questions. It’s a great ‘giveback’ move to the community. The Sparkfun forums are buzzing with the promotion, and the entire community of customers are engaged. My guess is that the $150,000 worth of giveaways is worth way more than any banner ad or traditional marketing method.