Considering that this campaign has not yet been shared on social media, it wouldn't surprise me at all if there end up being less than 200 people that even qualify to win.
After so many events like these, most people have either already signed up or are tired of getting asked to. The result is few registrations and little overall success on spreading the brand recognition.
I like the creative contest ideas, even though they might not always bring in the most people either. To offer a couple examples,