Kit Kat Brazil and J. Walter Thompson are behind this fun interactive outdoor stunt that pit university students in Sao Paulo against in each other in a virtual staring contest.
Interactive digital billboards placed on two different college campuses were outfitted with cameras and facial recognition systems. Each one streamed video of passersby onto the other screen. Students were invited to stare into the face of another at the opposing campus without laughing. The one who held strong and didn't crack up first was rewarded with a Kit Kat Chunky candy bar.
According to the agency, the activation reached 17,000 students and dispensed 5,600 Chunky Kit Kats.