The activity, which has been created by Dialogue141, features a prize fund of £1m and offers 50,000 opportunities to win. The minimum prize is £10.
Consumers need to enter a unique on-pack code online to enter the instant win competition. Once the entrant is in the Weetabix microsite they are taken on a ‘virtual search across the UK' to find their prize.
Weetabix's decision to go for an instant cash prize mechanic is a step change away from its previous , which was geared towards children.
The promotion, which launched in January, offered consumers the chance to collect four limited edition books featuring the Aardman Animations character.
To receive the books consumers needed to collect on-pack tokens featured on Weetabix products Ready Brek, Weetabix, Weetabix Minis and Weetabix Bitesize.
.jpg)
.jpg)