A method of conducting a promotional scheme to identify potential customers and online cash account (107) users in a cost-effective and efficient manner. The method includes publishing information via a public media including identification information (909, 913) that identifies the promotional scheme, receiving responses by entrants (903) via an electronic communications network (112), creating an online cash account (323) for each entrant, linking each online cash account created for each entrant to the identified promotional scheme, determining, determining if a response is a winning response (931, 951, 969), and providing an online prize (971) to at least one entrant that provided a winning response. The identification information may be existing manufacturer's serial numbers (MSN) or new tokens (TOK) printed on product packaging. A single token may be published or multiple different tokens may be published with one or more winning tokens. Publication is by any broadcast or print media. A convenient prize is an online cash account loaded with cash.
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