The codes look like this:
I tried this out, and it has some interesting qualities -- first of all, they use their points currency to incent you to do other things, like this:
To register, I had to give it a zip code, and then the survey asked me about personal preferences. And after I entered my first cap, it offered me a number of offers, but this one was at the top:
It would seem that the system picked something relevant to my zip code, and it also took into account my preference for "family fun." Pretty cool, really!
So -- is it worth the time and effort? Probably not -- but they work hard to make it kind of fun. You can even enter the codes easily from your phone. Here's more from an exec. One step closer to the gamepocalypse!