Ya' know, my advice has worked for my co-workers, but I do wonder if the secret isn't in demographics. If you are in a a particular zip code or your address pings to the right census-defined neighborhood and you're on the list you get a pin. If you are in a particular zip code or your address pings to a particular neighborhood, and you do xyz you get a pin.
The matrice is probably pretty complicated and layered. We usually get multiple PINS (I think we've gotten the current PIN promo 3 or 4 times.) but we live in a family-oriented middle class 'burb. In other words, primo Disney traveler territory. It's also in a part of the country where we look for bargains, so.
I know when I worked for a retailer, years ago, I got to hear some presentations from marketing about the demographic groups that shopped our stores. I think there were 7 key demographics, with sub demographics inside each large group, and there were all sorts of ways to know who belonged to which demographic and how all the different demographics overlapped. (I remember I would have been a married-no-kids but family oriented, early-adapter, with multiple pets, mid-career, bargain hunter in a particular income group.) Marketing campaigns targeted different demographics and overlapped, and if a large group of people who didn't have the inside knowledge of the matrice got together and compared notes on the marketing campaigns, they might have thought it was pretty random.