There’s no nice way to say it: NBC has had trouble in the ratings department the last few seasons. In an ever-increasing attempt to compete with the runaway success of American Idol and keep their own reality contest relevant, the network has launched a promotional tactic that’s doing nothing but mounting: The Million-Dollar Mission.

Every time a contestant on Deal or No Deal fails to win that million-dollar case, another million gets added. As of Wednesday’s Idol-competing episode, they were up to 13 (that’s right 13) million-dollar cases. The contestant has been chosen and the game is under way…but will she go far enough to get the prize?

According to the show’s official site, the mission will continue through next week. NBC is also throwing a special Deal or No Deal episode at fans Thursday night to drum up more excitement and ratings for the show. Host Howie Mandel says he won’t give up until a million is given away…but how long will that take?