It probably isn't a scam, but it is a gimmick. Many companies use sweepstakes to lure people into buying products. People assume that making a purchase gives them better chances of winning. (it doesn't, and the companies are required to put that in the fine print) Usually, the contests are legit, even though the odds of winning are not very good, and the prizes are eventually awarded to someone.
PCH got a black eye from a copy cat in the 1980s & 90s, American Family Publishers, who were deceptively vague in their mailings. They have since gone out of business.
The last time I actually looked at a Publishers Clearing House mailing, I was surprised to find that different kinds of products are being offered. I guess people don't subscribe to magazines like they used to.