With attention spans declining to unprecedented levels, the best way to get the attention of teenagers is to challenge them to a game. So to launch their new Kravin’ Ketchup Goldfish flavour, Campbell’s built the Goldfish Focus Faceoff Lens on Snapchat.

The augmented reality experience is simple. Players must keep their attention on the Goldfish cracker for more than 9 seconds to unlock a promo code for a discount. Why 9 seconds? That’s the attention span of a real Goldfish and players are challenged to see how their focus measures up. The longer players can concentrate on the cracker, the better their score. The game uses Snap’s eye-tracking technology to measure focus amidst all types of notifications and distractions designed to disrupt them.