If you're the kind of person who spots shapes in clouds, then here's a campaign for you. Spotting weird shapes in your Cheetos is apparently a thing, and now the Frito-Lay brand is basing a whole promotional campaign around it.
This summer's "Win what you see" contest is offering people prizes based on the shapes found in their bag of Cheetos. For example, if you see a Cheetos snack that's shaped like a guitar, you might be able to win your own electric guitar. If you see a shape of a lobster, you could win a trip to Hawaii for a lobster feast.
To enter, fans need to snap a photo and then submit to CheetosWinWhatYouSee.com along with their imaginative description of what the Cheetos shape most resembles. Eight winners will each get their own custom prize package inspired by their submission. Created by Goodby Silverstein & Partners, the campaign is backed by TV ads illustrating examples of what you might see and therefore receive: for example, as seen here, a superhero might get you to a superhero movie premiere. Or a turtle might see you swim with turtles, or a musical note might bring concert tickets and a backstage pass. (Let's hope Cheetos didn't make any snacks that inadvertently look like Ferraris.)