While goofing off tonight I noticed a lot of activity in my Facebook feed where my friends were liking and sharing a post from a dealership group located in the state where I used to live.  I followed the chatter and found this:

The language cut off in the screen capture is:

Like Charles Barker Automotive and share this photo. If this ticket wins we will split the winnings equally between everyone who has liked our page and shared the picture before the official drawing tonight! This ticket is also being used on multiple pages.

I've read several good posts on auto industry and social media marketing sites talking about the importance of a 'holistic' approach for cultivating "likes" on Facebook.  This 'holistic' approach is almost always grounded in generating compelling content.  There seems to be a general consensus out there against gimmicks for likes, such as "liking" a page or post for a chance to win something (i.e. an iPad).  I lean towards the camp that says getting "likes" in exchange for tchotchkes is a bad idea, but in my opinion, Charles Barker Automotive did a pretty nice job on generating some buzz with this promotion, which in the most basic analysis is exactly the kind of promotion typically scorned.  Whether this promotion translates into sales, as is the biggest question presented with social media marketing, I cannot answer.  I'm not even sure how to measure success with something like this.  I do know that it got me away from my school reading for about 30 minutes and lead me to write this post.  

What are your opinions on this particular post and solicitations for "likes" in general?  In your opinion, how do you measure success with something like this?