To announce the launch of PRIME X, consumers in the US, Canada, UK and Australia were encouraged to embark on an epic expedition for hydration and a grand prize of 1 MILLION DOLLARS (USD). Each bottle of the new PRIME X flavor featured a perforated label that revealed a map piece and a corresponding code under the cap. Individuals could create an account at the PRIME X site to participate. The site featured a digital map, which gradually unveiled as the participant obtained/entered more map pieces. The goal was to gather all 12 map pieces via bottle cap codes, scanned  via mobile device (or manually enter) to locate where X marks the spot and claim the grand prize. Participants had to retain all labels and caps to be eligible for the chance to win. In the end, one participant from Oneonta, NY collected all twelve (12) map pieces and claimed the $1 Million!