That could be a quick fire marketing ploy that quickly markets their product and brand, as people in the hope of getting merchandise share and spread the information faster than any other medium. The fact is we never know who wins as they never announce it and supposedly just select a random few lucky people.

On the other hand I myself never forward those emails as they sometimes are able to record your email address and then spam you with other things. Next time research it on their site and if there is nothing about it by the company or the supplier be cautious.