During 1962, the show sponsors, Proctor & Gamble, decided to have a contest based on the characters from Car 54. The idea was that participants were asked to think of ways that Toody and Muldoon could drive around America visiting sites along the way. These 33 designated locations were shown as red dots on the official 6 x 8 inch map of the contest. The object of the exercise was simply to help Francis and Gunther find the quickest way.
The prizes on offer for contestants were handsome awards; including one lucky winner claiming the top prize of £10,000 and 54 lucky runners-up taking £1,000 each.