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.

The Cheetos Billion Minute Break was created to help American workers, who already work harder and relax less than ever before, realize the benefits that come from taking a much-needed break. In fact, research shows workers stand to gain a nine percent increase in overall productivity just by spending a few minutes of their overly stressful days goofing off and surfing the Web.

The Cheetos Billion Minute Break was developed in partnership with consumer internet company Meebo, and made possible by the launch of Meebo’s latest addition to its web check-in system, called Quests. Quests reward users as they travel across the Web and discover new sites.

To participate in the Cheetos Billion Minute Break, consumers need to visit www.cheetos.com where they will be directed to register and download the Meebo MiniBar browser extension. From there, they simply goof off by surfing the Internet and enjoy a wide range of popular entertainment, humor, sports and goof-off sites. The Meebo MiniBar follows users wherever they go online, enabling them to check in, share content and track the amount of time spent at the 100 goof-off worthy sites included in the promotion.

As minutes spent goofing off add-up, rewards pile-on, giving users the chance to achieve rankings, real-world trophies and up to 20 different badges for proving their superiority at taking a break. The best break-takers will receive the Cheetos Billion Minute Break grand prize—a 4 ft. by 6 ft. portrait of themselves made entirely out of Cheetos snacks, similar to the wildly popular portraits that have only previously immortalized high-profile daytime and late-night talk show hosts.