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Well, I'm hoping that the title is self-explanatory. I'm looking for a word (or a Wikipedia article) that describes the type of competition where participants are encouraged to buy more products, and accidentally collect tokens. These tokens are understood to be worth something in tandem.

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    I think you mean incidentally collect tokens? – jsj May 24 '11 at 9:38
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This is called an "On-Pack Coupon Promotion", or simply an "On-Pack Promotion".

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