Universal Pictures teamed up with Nestle to promote the theatrical release of COWBOYS AND ALIENS. Participants may play online games, Nestle Gold Rush Game or the COWBOYS AND ALIENS Shoot Out Game, with a special code on marked Nestle products. The first person who played within one of 25 randomly designated time frames won a grand prize of $40,000. Other potential winners who played on or after the winning time frame received a chance to win a pair of tickets to the COWBOYS AND ALIENS movie on its opening day, June 22, 2011. The promotion ran from April 5th to July 14th, 2011.