Cheetos, PepsiCo‘s Frito-Lay’s mischievous and playful snack brand, is on a mission to reward the best of the best when it comes to goofing off. The brand unveiled the Cheetos Billion Minute Break, a first-of-its-kind, internet-wide experience where  American consumers can compete to become the greatest break-taker alive and the winner of the ultimate Cheetos reward—a larger-than-life portrait of themselves made entirely of Cheetos snacks. Every minute spent goofing off online helps consumers earn greater goof-off status and valuable prizes, and helps Cheetos achieve its ultimate goal—a collective one billion minutes of time spent goofing off by its fans.