Didn't some company offer tokens on their food product...
10 tokens = cuddly toy
100 tokens = cinema tickets for two
1000 = weekend away
(after all, who could possibly eat a 1000 bottles of product X (ketchup, soy sauce or whatever it was)
1,000,000 = Jet Fighter...
Only some bloke decided to take them up on their offer, and started a campaign to get people to send him their tokens, and the company was someone big enough to start getting really nervous - and the bloke was threatning to sue if he hit his target and didn't get his $20 million fighter plane! LOL.