Fun and easy•We created an immersive, instantly gratifying online gaming experience. Battle of the Cheetos allowed players to pick a side (e.g. Crunchy vs. Puff) and start a no-holds-barred war fought across the web.•Our game enabled players to “mess up” the internet as users converted webpages into virtual battlefields. Cheetos armies roamed free over the webpage content, fighting above text they were just previewing.•Any webpage on every website could be turned into a battleground! No two experiences were ever the same.

Integrating, not advertising•We encouraged organic discovery by persuading sites to embed a Battle Badge. Cheetos was integrated into the digital landscape as an endorsed content partner worth engaging with.•All in real time, users could battle by inviting friends or fighting live with existing players•Extra war points were awarded when users posted victory messages via social media.

Over the first 2 months, 1.3 million users initiated battles Users played BOTC for a staggering average of 27 minutes.Users completed an average of 6.7 games (beating short-form gaming averages from fan favourite sites, like AddictingGames.com)Qualitatively, 62% of people who were exposed to BOTC saw Cheetos as a “Fun” brand, a 15% lift over control BOTC also contributed to solid sales growth. We achieved 5% above planned growth, equating to $4.5MM, across portfolio offeringsIt was also FWA’s Site of the Day and Month, and even featured on the irreverent late night TV program, The Jimmy Fallon Show