I think it's counterproductive. If covid was a really scary disease that had most people worried, you'd see people fighting each other to get the vaccine. The fact that they're out there trying so hard to bribe people to get the vaccine makes it seem unimportant. It just emphasizes how much people don't want it to have to be so transparently desperate to give it away, and that in turn makes people think it's not important to get it if it's tied to all these ridiculous contests and giveaways. If they acted like the vaccine was hard to get, more people would be happy to get it because they feel like they got something other people couldn't.
Anyways... Just more lessons in how not to handle a pandemic for future leaders.