CHEETOS - THE BILLION MINUTE BREAK
A digital campaign with one simple goal - getting as many people online to waste as much time as possible. We partnered with Meebo to create a first of its kind net application that tracks and saves users' online goof-offs across 150 web destinations, then we spread the word on Facebook and Cheetos.com. Within days, hundreds of thousands of hours worth of break-time was collected, with each hour bringing users closer to prizes, digital swag and goof-off trophies.
Aside from goofing-off, the central component of the campaign is based on breaking break-times and acquiring trophies for each level. I designed and hand-crafted each one of the trophies, inspiring the look and feel of The Billion Minute Break in the process.
