McDonald’s today is introducing a sweepstakes providing the winner with free meals for life, via a McDonald’s McGold Card.

The program plays off what McDonald’s has dubbed the “SZN of Sharing,” while subtly acknowledging longstanding legends that such cards actually exist. These are real and can be won by fans making purchases through the McDonald’s app between Dec. 5 and Dec. 25. Each winner will win McGold cards for themselves and three friends. One winner will be chosen for each of the three weekly entry periods. The McGold Card will provide its holder with two free meals a week for 50 years.

“Our fans have been fascinated by the lore of the McGold Card and if it really exists. And now, we’ll make this McDonald’s legend a reality for our fans by giving them the ultimate holiday gift—a chance to win a card and then share access to it with three of their family or friends,” Tariq Hassan, McDonald’s USA chief marketing and customer experience officer, said in a release. “Just by using the McDonald’s App, everyone can experience the joy that comes with sharing McDonald’s this holiday season.”

The sweepstakes represents another way for McDonald’s to encourage use of its My McDonald’s Rewards app, which had 43 million active users in the third quarter, executives said in a Oct. 27 earnings call. The app provides the fast feeder valuable consumer data, the opportunity to drive more frequency and a platform for more intimate relationships with diners.

The brand teased the launch for its superfans with a social media post encouraging fans to text a phone number to hear details about the McGold Card. A TV commercial highlights how the winners can become “McDonald’s Rich” showing a McGold Card winner buying an order for the car behind them at a drive-thru, and buying lunch for the entire office.

The campaign comes from Wieden+Kennedy New York.

McDonald’s is also creating a Snapchat lens for Cameo influencers to share what they would do if they had McDonald’s for life. The chain also created content to engage Redditers and partnered with mobile video game ad platform AdMazing for a mobile gaming experience to get fans excited about the opportunity to win.   

During the holiday season, app users can also win McDonald’s themed holiday merchandise including Chicken McNuggets stockings, “Dream Order” pajamas, AM and PM wrap hoodies and a puzzle featuring dipping sauces in a Dec. 7 drop. On Dec. 14, giveaways feature Hamburglar graphic tees made in partnership with Diamond Supply Co.

Food specials during the season include buy-one, get-one free deals on Big Macs and Crispy Chicken sandwiches, 50-cent double cheeseburgers, and free 6-piece Chicken McNuggets.

Chipotle Mystery Boxes

In a similar spirit, Chipotle Mexican Grill said it was courting superfans today through “Mystery Boxes” featuring new and fan-favorite Chipotle Goods merchandise as well as exclusive surprises like a stainless steel Chipotle gift card and a return of its Cilantro Soap, which sold out in 12 hours after its release last year.

The Mystery Boxes—a $30 “Small Burrito” version and a $50 “Large Burrito” offering—will be available for purchase beginning 9 a.m. PT Dec. 1 at chipotlegoods.com.

Fans who order within the first 48 hours have a chance to score a limited-edition stainless steel $500 Chipotle gift cards and Chipotle’s meme-inspired Cilantro Soap.

“We created Chipotle Goods Mystery Boxes with our superfans in mind. You can now gift, or keep, exclusive Goods for the holiday with a chance at the ultimate surprise of receiving a limited-edition $500 Chipotle gift card in your box if you order in the first 48 hours,” Chris Brandt, chief marketing officer, said in a release. 

The Mystery Boxes are wrapped in the restaurant’s iconic foil and sealed with the same burrito labels found on its digital orders. All profits from Chipotle Goods go to support organizations that are making apparel and farming more sustainable.