The new, first-of-its-kind campaign promises users a $5 Cheez-It coupon for watching a certain amount of themed Amazon Prime content within the month. To enroll in the promotion, viewers must have an Amazon Prime account and register to take part. Users will score the coupon only after they’re finished watching a certain amount of designated content by the end of the month.

Each month will have a different theme, and the amount of content required to meet the threshold will vary based on the theme, according to Jeff Delonis, senior director of marketing for Cheez-It. “This is the perfect opportunity to reward consumers for behaviors they are already exhibiting,” he said.

The campaign kicked off today, and the promo’s first theme is “Leading Men of Television,” in honor of Father’s Day. According to the website, eligible content includes Suits, House, Teen Wolf and Psych.

Users have to watch at least 15 hours of men on television this month to qualify for the $5 coupon, which can be used to purchase Cheez-It products on Amazon. Viewers can “bounce around as much as they want,” said Delonis, as long as they stick to the shows selected for each month’s theme.

The promotion will be featured across Amazon properties, including Fire TV, OTT and IMDB. Cheez-It will promote the campaign through paid media and across its social channels.