Live@edu, an educational service? Or a digitized lottery ticket system?

Earlier this morning, I received this really weird message on my cell phone from my university, and it goes like this:

FROM: JUST

Message: Win a 100 JD prepaid Visa Card!

Send an email from your Live@edu account to                liveatedu_competition@live.com telling us

about your favorite Live@edu service!

And it made me wonder, what the heck is this whole Live@edu scam all about?

As far as I know, and as the name states, it's merely an educational service made precisely to indoctrinate the youth into becoming Microsoft sheep. But now after I received this message, I'm not sure anymore.

Can anybody please enlighten me?