Rewarding trial users with a well-known branded prize gives the product launch a positive glow, even if the quality of the new product doesn’t knock their socks off. Yahoo has hooked up with Mastercard to promote the launch of Trip Planner, with two free tickets being given away every day to people who use this new service to describe trips and recommend trips they have taken. If participation in Trip Planners becomes popular, this site could become an place for destinations and travel support to advertise.

BrandWeek: After "Priceless," MasterCard Goes On a Trip With Yahoo, 2006-Jul-12, by Mike Bierne

Among the objectives for adding the Trip Planner tool is to prove that a social media with user-generated content can be monetized, said Scott Jampol, Yahoo! Travel’s director of marketing. For MasterCard, the partnership helps it tap an affluent and travel heavy audience through an alternative medium.
"We needed to continue the momentum and continue the path into consumer generated content," said Cheryl Guerin, MasterCard’s vp-promotions/interactive.