This is how in TV shows, a main character will try to win a sum of cash, a car, some type of ticket, or a toy through a radio contest. Common gags include getting a group of friends together and all calling at once to increase odds, getting a whole bunch of phones together and dialing them all, then panicking when trying to find which phone is the winning call. Or just simple trivia, like naming all eight of Santa's reindeer for a Turbo Man toy. If it's a TV show, attempts to win or unforeseen consequences of winning can be the basis of a whole episode. May lead to a Lottery Ticket episode.