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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?
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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