How This (Possible) Monetization Works

Just noticed a friend of mine on FB put "I love Southwest!" with an ad for 'Free Southwest Tickets'. I clicked on it and it took me to a page that requested that I post the same on my status using their FB control panel (did not return me to FB) and I'd be eligible for free tickets. I didn't see a CPA kind of offer there. Any idea how this is working?

41 views and nobody knows? Has the person who made that done something quite unique?

No, it's really old, it's just a way of spreading their information over Facebook, this has been done by Apps for years.