Getting the word out

I saw this online this morning, it's Apx Alarm's holiday promo: Through Jan. 9, new customers get a free security system and a $50 certificate to Home Depot. Here's a press release Apx put out on PR Newswire about the promo. I'll be interested to see how this campaign goes for them, but this element of it doesn't cost any more than the writer's time, so why not?