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This kind of thing happens a lot. I remember a tv show, 20/20 or one of those John Stossel specials that featured a bit on radio station pranks. One had "Britney Spears" coming to the radio station, advertised for a couple of weeks. Fans showed up in droves, especially pre-teen girls. One girl was injured when the limo carrying "Britney Spears" showed up and the crowd rushed to get to see her get out. It was a Britney Spears doll.
A second promotion covered was a radio station that advertised they would be throwing "hundred dollar bills" off the roof of the station. A crowd gathered prepared to get their free money only to have invoices requesting payment of $100 thrown instead of money.
While the duration of the contest here was much too short and the contest much too easy to win to merit that size prize, the intent was clearly to decieve listeners into believing that the prize was $100,000, regardless of the actual wording. I'd even say that the wording would have to be a lie of omission--100 grand instead of a hundred grand bar--for the ruse to be effective.
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