CAMP HILL, Pa. — In what it calls a first, Rite Aid Corp. has launched a shopper rewards initiative dubbed "Rite Aid The Game of Life" in which customers have the chance to win $5 million in prizes.

Similar to the popular board game, the program calls for customers to collect and match game pieces to win prizes, which include mortgages, cars and home makeovers. Rite Aid, which unveiled the effort Monday, said it’s the first drug chain to offer a collect-and-win game.

During January and February, customers receive one game ticket each time they make a purchase at Rite Aid and can get additional game tickets for purchases of a bonus items, which are marked throughout the store. A list of bonus items — which include food, beverages, health and beauty aids, general merchandise and other products — and game boards is at www.riteaid.com/thegameoflife. Game boards are available at Rite Aid stores as well.

Each ticket includes four markers for the game board and one coupon. Customers must collect and match all markers for a designated prize on the game board to win that prize. The match and win prizes include $250,000 mortgages, 2010 Infiniti G37 convertibles, mega kitchen makeovers, cash and more.

There are also several types of coupons, including discount coupons that offer 25 cents to $10 off select products; instant-win store coupons for free items, instant cash prizes up to $10 and a free coupon for two additional tickets; and instant-win prizes of gift cards, cash and a $10,000 room makeover.

"Rite Aid is excited to be the first drug store retailer to offer its customers a collect-and-win game," commented John Learish, senior vice president of marketing for the retailer. "Not only is Rite Aid The Game of Life a great way to reward our customers for shopping at Rite Aid, it’s a way for them to have fun while doing so and offer them chances to win some great prizes."