Apparently the story goes that this 20-25 year old bottle was found in 2016(?), which went viral online, and Nintendo wound up sending the guy an unopened SNES anyway. (Plus a bunch of other stuff)
Just the whole contests being offline and straightforward in general.
Nowadays, it's "enter the code on our website, view the ads, give us your name and email so we can send you more ads and sell your info to other advertisers. Also, you're not a winner. Buy more [product] and try again!'
I miss the days when your bottle cap said "You won a free 20oz bottle" and you could just hand that to the cashier as if it were cash.