Cheetos, PepsiCo Frito-Lay brand, wants snack lovers to look long and hard at their orange dust covered food before munching it down because having active imaginations might score big prizes. From now until September 2, the snack brand is offering snackers a chance to win what they see.

To qualify, fans can submit a photo unique Cheetos snack shape accompanied by a description, and they might win something related to what they imagine. For example, if the snacker thinks that their Cheetos looks like a guitar, they might win a real guitar or concert tickets. An orange palm tree might lead to a tropical vacation. It’s anyone’s guess as to what the prize will be if someone finds another unicorn in their Cheetos bag.

In a press release, Cheetos said that $100,000 worth of experiences and prizes will be awarded over the 10-week period.

Each winner can expect to receive prizes valued up to $11,000, with “unexpected” prizes awarded to especially unique shape submissions.

This isn’t the first Cheetos campaign inspired by its fans’ imaginations. Last summer, it opened a real-life Cheetos Museum in New York’s Times Square based on the growing Instagram trend of people posting about what their Cheeto happened to look like. Similar to the current contest, users were invited to submit a photo and story about a particular Cheetos shape for a chance to win a permanent spot in the Ripley’s Believe It or Not! Odditorium collection, an entry in the Ripley’s book and a $50,000 grand prize. Over 100,000 shapes were submitted.

The Cheetos Museum is making a comeback this year in a separate contest featuring a $25,000 grand prize. Voting for the four finalists and the grand prize winner will begin on July 16.

“Cheetos believes you should never stop having fun with your food—and our fans agree. Over the past two years, and over 200,000 submissions later, Cheetos Museum proved how exceptionally creative our fans are,” Brandi Ray, senior marketing director, Frito-Lay North America, said in a statement. “We are excited to offer a new way to celebrate that creativity with the opportunity to win unforgettable experiences and prizes for the interesting shapes you see in your Cheetos snacks.”