Harrah’s Entertainment and Atlanta-based Coca-Cola Co. last week let loose a contest that will send map-wielding contestants into the Nevada desert on a treasure hunt for $1 million.
Customers at Las Vegas, NV-based Harrah’s 16 casinos receive peel-and-win game cups when ordering Coke. Winning cups hand trips to Vegas to compete in the treasure hunt. Half of one million game cups offer other prizes such as 10 two-night stays in a casino and free sodas and buffets.
Harrah’s will extend the effort into its Total Rewards loyalty program, handing members a shot at an additional $1.5 million in prizes. Members enter to win 21 trips to the treasure hunt and other freebies by playing slots and video poker games (a database enters them in the sweeps when they slide their club card into a reader on the machines).
The treasure hunt will take place this fall in the Nevada desert. Consumers will receive maps and SUVs to track down a $1 million grand prize. The hunt will be telecast live on shopping network ShopNBC on Nov. 23.
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