Then you had (still have) Mac Donald and their monopoly game.
And you had (and still have) the TV games where you could send a text, and before that call, for a chance to win, with ads during kids show. And before that, you could send a letter.
In France we had a sweet called "mistral gagnant", which you bought because if the sweet was a winner, you'd get another one for free.
I'm pretty sure things existed way, way, before that, I'm just not aware of it.