Tokei is not a traffic source on day one; you bring the first audience and Tokei compounds it. Four things do the work:

1. Submit your contest link in the section below — it then appears in our public listings.
2. Our subscribers see the latest promotions, and competition sites check those listings often, so a listed contest gets picked up beyond our own list.
3. Build a promotion page rather than a bare entry form. A page is something you can run ads to, and you can add your own Meta pixel to it and retarget.
4. Referral and share actions turn each entrant into the source of the next — that is where the growth comes from once the first hundred are in.

Neither, as a default: don't optimise purely for prize size, and don't reach straight for your own product. A £500 iPhone gets you masses of people who want an iPhone and very little useful audience data — you can't target that list afterwards. A £75–£150 quirky prize, adjacent to your niche, concentrates the audience you actually want. A smaller, sharper list is worth more than a large indifferent one.