The company has lined up its Mars, Snickers, Maltesers, Bounty, Twix and Skittles brands to participate in the promotion, called 'Get it First'.
It is being billed by Masterfoods as the successor to this year's Chocollect initiative, to which 800,000 consumers responded and helped the brand gain an additional 2% share of the filled bar category.
'Get it First' will launch next year, supported by a multi-million-pound through-the-line campaign, including TV and SMS work. Supplier partners have yet to be announced, but it is understood that Wimbledon tickets, upmarket holidays and exclusive movie and music releases will be on offer.
It will be the UK's latest high-profile chocolate promotion following Cadbury Trebor Bassett's controversial 'Get Active' scheme and Nestle Rowntree's sponsorship of reality show Pop Idol.
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