While many brands targeting millennials are going for bite-size ads, gifs and short-form content, U.K. chip brand McCoy's is making its fans sit through a four-hour Facebook video. Of its own production line.

WCRS, agency for the KP Snacks-owned brand, came up with the campaign, which ran on Facebook Live. The production line footage is accompanied by elevator music and some deliberately tedious narration by a factory worker, but if you keep watching there are opportunities to win prizes: for example by taking screenshots of random objects that appear, answering questions about tagging friends and commenting on their favorite flavor when alarms sound.

The prizes include free McCoy's crisps for winners and a friend, special McCoy's deliveries to people's offices and supplies of viewers' favourite flavours for the entire year. Nevertheless, devoting four hours to this involves some extreme fan loyalty.