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In the run up to the show, 100 golden tickets will be placed into KitKat bars distributed to up to 40,000 retail outlets.
Endemol will then invite the winners to a special live TV broadcast in which one of them is chosen at random to enter the house.
Earlier this year, open auditions held across the UK attracted a record 25,000 contestants to apply but the producers hope that the golden ticket initiative will attract a wider range of people.
The competition will run from 19 May, the day after Big Brother 7 starts on Channel 4, until 2 June.