Tropicana Juicy Rewards

Here in the US, there was a televisoin promotion of this today on at least one of the commercial networks. I did not see any advertising in the printed newspapers that I saw today.

Is there not room, however, for this sort of idea - where the customer looks up a number (in this case, having bought the product) and gets a potential reward for doing so? Might a creative newspaper and a creative advertiser not work together to do the same sort of get their attention in print and send them to a website process initiated for me today on television? Shouldn't newspapers be at least as good as a television commerical in sending people to a website? How much newspaper creative marketing time gets spent thinking about such things today? I suspect woefully little.