I don't play freerolls, but I can add something to this conversation. Take this example.
You walk into a cardroom and sit at a table full of new faces. A $100.00 buy in, freezeout tournament. Obviously, the first thought that goes through your head is to sit for a few minutes and watch the table. Don't even touch your chips unless you have one of the top 3 or 4 starting hands, even from the blinds. Keep an eye on everyone, betting patterns, cards shown down, etc. Makes sense. Good, sound, strategy. Now assume that these people are as good as you and you are evenly matched. Its too early to label a Donkey at this point usually. Also assume that they know what you are doing by sitting out, basically gathering information. As you get your read on the table and start to pick your marks, you can loosen up a little, play a few more hands, just don't go crazy.
45 minutes into the game, you look at your hole cards and see 8h-9h. You are out of position. What do you do? Muck, right? What about playing them? There are advantages to doing the latter. You decide to bring your 8-9s in for a standard raise of 3 or 4 times the big blind. Two callers including the big blind. Now, no strategy in the world says to play this hand, out of position, for a raise. Which is exactly why you did it. One of two outcomes are expected, both yeild +EV.
Outcome one: If the flop hits you great, if not, represent like it did and you make a few bets, you make the table fold and don't have to show it down. This is great for you. You won a pot on a terrible starting hand which noone ever saw. For all they know you had a high PP and were way ahead in the hand. Now that this door is open, continue doing this with marginal hands as long as you don't have to show it down, and why not, for all the table knows you're on some mad rush of cards. Then comes...
Outcome two: You run into a hand or someone that is tired of being pushed around the table and your bluff or weak draw is no good. So up against a bet you fold the hand, or if you can do it cheap enough show down the cards showing you had a straight draw or flush draw etc. Actually show the cards even though you don't have to, muck them face-up. This will automatically have you labelled loose and maniacal.
As soon as option two has been used, immediately tighten back up and just play the premium hands and avoid the urge to chase anything. For the next little while (hour or more in cash games) you will make a lot more money from people who don't believe you have the goods and will pay to see, than it cost you to play the rags you used to bluff with. I don't even know that I would call it a bluff, its intended purpose was to mislead not steal pots, if it happens to steal a few pots before it works, great. You may lose 5 or 6 times the big blind on your initial bluff, but remember, its early, the blinds are low, antes usually haven't begun and its expected result is high.
To be sucessful in any real way (monetarily or trophy seeker) you have got to open up your game at certain points and play cards that noone expects you to play. It is very sound strategy to play only premium hands, but in a structured game where time plays a part in the price of poker, you can't sit on your thumb all night and wait for big pocket pairs. You have got to be willing to change gears and make moves. Willing to gamble. Bearing in mind that you have a general strategy that works for you and you are accustomed to which you always should go back to when you have sucessfully completed your rouse, just sit back and start raking in the pots. You will always have an advantage if the other players can't narrow your possible hands down to just a few by the time the flop comes down. And you don't have to be a complete maniac in order to complete this objective, just pick your spots wisely so that it is remembered and sticks with the competition.
Ideally, you want his first thought to be, when you bring a hand in for a raise in early position, am I being screwed with again? Or, does he have the goods? My .02 cents.