Ditching the traditional social media contest (which typically asks you to, you know, do stuff), KitKat rolled out a “Nontest.” Fitting with the Nestle brand’s “break” philosophy, the contest rewarded people with treats for doing nothing. It supported the campaign with a website (that wouldn’t let a person enter) as well as social content that targeted influencers and celebs with treats when they, too, took a break from entering contests.