One unusual benefit of Cheetos is that they’re covered with orange dust that gets all over your fingers, so you can't really use your hand and work while you eat them. That seemed worth letting people know about.
Our campaign included the Billion Minute Break, which rewarded people for spending time on sites like The Onion and Break.com during work hours (9am-6pm).
Our goal was to raise a billion minutes of wasted time. We fell woefully short with only around 420 million minutes logged in, which is an amazing result if you don't set the bar at a billion.