Cheez-it — “the waiting game”

Americans are obsessed with cheese. To test the limits of that obsession, we challenged them to watch a wheel of cheese mature live on the Internet, all for a chance to win some Cheez-Its. Over 94-million people tuned in for what turned out to be the longest Facebook Live event of all time (1,230+ hours of continuous live streaming).

Inhumane — or worse — ill-advised according to Facebook’s best practices? Maybe. But worth it the first time a commenter asked, “Why am I the only person watching a janitor pick-pocketing a wheel of cheese on the entire Internet on a Friday night?”