When driving down U.S. Highway 93 through Hamilton, there's no need to do a double-take when you see the sign hanging above the Radio Shack Super Store.

You read it right. Customers who buy Dish Network will be rewarded with a firearm.

"I think it really, really fits the Bitterroot Valley," said Steve Strand, who has owned Hamilton's Radio Shack for about seven years.

Strand, along with store manager Fabian Levy, wanted to generate more foot traffic at their location. So far, the gun giveaway has worked like a charm.

"It's been really successful," Levy said.

According to Strand, it has tripled his business since the promotion started last October. And, he said, easily hundreds of people have stopped in to see what the sign is all about. "Protect yourself with Dish Network. Sign up now, get free gun," the sign reads.

"We have people literally stop in to take pictures of the sign," Levy said.

Qualifying customers have the choice between a Hi Point 380 pistol or a 20-gauge shotgun.

The deal is only good for new Dish Network customers and they must buy a certain amount of equipment to qualify for the free gun.