I don't know if this is a phenomenon that occurs in Canada only. Go to Tim Hortons Coffee Shop (they are everywhere) and purchase a coffee. It's served in a paper cup with an arrow that points to the rim. Roll up the rim and that reveals a message to what you have won. It could range from play again, to a free coffee, or a Toyota Camry Hybrid XLE. This promotion only last for a few weeks but it is an annual event.
I'm linking to Lesley's Signs, Signs.