A method for conducting a promotional game or lottery in which the awards are access to one or more predetermined internet-based services or sites. Validation codes are distributed to customers on game cards or purchase receipts. The validation code is entered into a computer which is communicatively connected to the internet, and a number of e-points are awarded if the input validation code matches one of a plurality of validation codes stored at a remote site. The e-points are a measure of an amount of a benefit which is spent like money or elapses like time in response to usage of a designated internet service or site. The greater the number of e-points, the greater the benefit conferred upon the player. The e-points are exchangeable for limited access to the designated sites or services on the internet. The magnitude of the e-point reward may be based upon purchase transactions made in a retail store. Also disclosed is a method for encouraging a customer to go online and visit one or more designated internet sites and thereafter receive a benefit at a store but only if the customer first registers the validation code at one or more of the designated internet site(s).