One´s a hit-the other a miss.
The idea that´s a "hit" strikes me as having been thought out and perhaps run by front-line employees and/or customers. The "miss" seems to be an example of an idea thought up by someone at the corporate office who didn´t run it past front-line employees or customers.
Put yourself in the shoes of the two “guests of the day.” One probably returned home and to his office and bragged about it. He’ll most likely return to see if he wins again. Sarah, on the other hand, did not have her loyalty increased. If anything it suffered a net loss.
I hope she visits the Web site of the "offending party" and gives them some constructive feedback.
Before you implement a new idea, wouldn’t you think it would be a good idea to check to see what your competitors are doing, then get feedback from front-line employees and your customers?