This seems quaintly pre-Internet, perhaps next there will be a "send in a post card" promotion...
via press release:
CAST/PRODUCERS OF COUGAR TOWN TO ANSWER PHONE CALLS FROM FANS
At long last, for "Cougar Town" devotees in need of their weekly fix of the cul-de-sac crew, the wait is almost over as ABC's "Cougar Town" returns with a special episode on MONDAY, APRIL 18 (9:31-10:00 p.m., ET) following "Dancing with the Stars," before settling into its regular timeslot on WEDNESDAY, APRIL 20 (9:31-10:00 p.m., ET). To celebrate and engage fans, executive producers Bill Lawrence and Kevin Biegel have a special treat for viewers who tune-in to Monday's episode where Bobby (Brian Van Holt) and Laurie (Busy Philipps) partner up in a business venture to bring the gang's favorite game, "Penny Can," to the masses. During the episode, Bobby and Laurie will reveal a phone number that viewers can dial for a chance to speak with a member of the cast, or with Bill or Kevin. Beginning Monday, April 18, cast and producers will answer a cell phone which corresponds to the phone number revealed. A voice message will also direct fans on how they can order their very own "Bobby Cobb Official Competition Penny Can."
"Cougar Town" stars Courteney Cox as Jules, Christa Miller as Ellie, Busy Philipps as Laurie, Dan Byrd as Travis, Josh Hopkins as Grayson, Ian Gomez as Andy and Brian Van Holt as Bobby.