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People look under bottle caps, collect game pieces, or submit entries in an effort to win prizes.
However, games and contests can be conducted on a smaller scale. For example, many restaurants ask customers to leave a business card in a bowl. Drawings are held periodically and winners are awarded a free meal or other prize. The restaurant owners, not incidentally, get valuable information in exchange for those prizes. The list of people who submit cards can be used to solicit parties, meetings, etc.