This is a separate sheet that comes with the book.  We might be missing some nuance of the instruction, but it looks like the idea is to scratch off the silver surface (and there are many) and key in the matched numbers with a password to join a lucky draw.  Prizes could have included joining a live show, “big prizes,” movie tickets … but only available until April 2014.  See also scans 20307525A,B, and D.