McDonalds and other companies run promotions involving the collection of either puzzle pieces or letters that spell a word or phrase. Is there a specific term used in the industry for that type of promotion?

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Any type of contest or participation program like this is used for promotional continuity, endeavoring to extract the greatest number of repeat/return purchases over the longest period of time. Look how long Willy Wonka was able to sustain purchase of his Wonka bars by offering rare certificates for a factory visit. I don't know if there is an 'inside' term for this.

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This was first published in September 2004

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