While I think that emailing the CEO is a way to get free stuff, I can see this going wrong in many ways for the rest of the consumers. There is a site called consumerist.com which talks about how you can contact CEO's and their executives to alert them to problems and issues you may have with their staff, product or the way you were treated. They give very clear guides on how to do this so you can get what you want done without a lot of trouble. (Through a process called an Executive Email Carpet Bomb or EECB)
I was having a major issue with my HP Tablet which refused to charge, I went through their tech support purgatory in whatever country they outsourced to. This did not end well with me so I stewed on it and contacted their executive services team with a special number not published but in a few places. It was very clear that they do not advertise this number. I called it and got a very "secure" IVR, simply stating to enter the option that I wanted in the phone tree. No other prompts no other info. When I talked to the guy, he was very puzzled at how I got the number and I pretty much ended up to giving him the excuse that Google is good at what it does.
What I am getting at is this - if you, your friends, other people, their friends, and so forth start writing CEO's of companies to express your satisfaction with the product in hopes of getting free gift (without revealing you are wanting something in return), it will work well for a while, but they are smart and will catch on (like the IVR in my case). Pretty soon, it will become useless in contacting them. You can probably achieve the same results by contacting their customer service team.