Over the past few years we’ve seen some innovative promotional tactics, but Kanye West is taking it to a new level. His two rounds of public projections were unlike anything we’ve seen, and now rumor has it that he’s hiding 1,000 tickets in copies of his new album, Yeezus. Winners will allegedly get a pair of the new Air Yeezy II sneakers. Judging by the reactions, there will be people who buy the album simply for their chance to win. Even if it doesn’t happen it should work in Kanye’s favor, but the rumored strategy has a lot of people labeling Kanye with a new title: Rap Game Willy Wonka.