Contests on the air should be just as much about entertainment as an incentive. If you can attract the highly reactive ratings respondents with the prize and engage non-prize players (listeners) with the content, you can have it all. Sometimes, finding a unique way to give away prizes will bridge the two objectives and give you just what you want.
As an air personality, your primary goal should always be to entertain. The prizes and contests are merely a tool to use. If the prize is also desirable, and you’re able to put your personality into the story, you have it all!
Here’s a case study that demonstrates it well