THE BILLION MINUTE BREAK

Cheetos wanted to encourage people to goof off more at work. So we launched a digital effort that incentivized just that by gamifying the act of doing nothing. Partnering with Meebo (later purchased by Google), we kept track of how much time participants spent on time-wasting websites and rewarded those who did the least amount of work from 9 to 5 – offering trophies, badges, custom paper-Chesters to print out and build, exclusive content, and even self-portraits made entirely out of Cheetos. The effort tallied over 440 million minutes in just a few months. That's a lot of high-grade unproductivity right there.