The first driver who arrives at one of its three dealerships with an odometer that matches a random number already chosen by the sales team wins the tickets, a prize valued at $12,000.
If they don't like their odometer's readout, customers may also opt to guess the number, keying it in to an iPad app, Jack Borissenkov, Palmen Motors' e-Commerce director, told Edmunds.
Besides the tickets to the Big Game, the dealership is giving away additional prizes to random winners, including gift cards and certificates for free oil changes.
"This is really driving people into the showroom," Borissenkov said.
By mid-month, the dealership welcomed about 400 people who wanted to enter.
"People come in to our service department and we tell them about the contest, so they walk into the showroom and we introduce them to a member of the sales team to help them enter the contest," he said. "We really want someone to win these tickets."
Edmunds says: This dealership scores big with its Super Bowl ticket contest.