# AI-Powered Staring Contests KitKat's Absurd and Fun Blink Break Encourages Gen Z to Take a Break By Laura McQuarrie | Published 2022-06-08 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/blink-break References: [fabnews.live](https://fabnews.live/wunderman-thompson-has-partnered-with-kitkat-to-bring-its-iconic-have-a-break-positioning-with-the-worlds-first-ai-powered-staring-contest/)  Blink Break is the world's first starting contest powered by artificial intelligence and it was created by KitKat in order to give people the chance to take a much-needed break in their day. Specifically, the unusual online game speaks to the brand's Gen Z audience that scrolls through its feed at least once per day, Blink Break was made possible with MediaPipe’s cutting-edge Face Mesh technology and it uses a single camera input and machine learning to recognize a face and detect blinking. The wacky game gives players the chance to face off against a wide range of unusual opponents, including lemurs and snowy owls. After indulging in the fun distraction, players are encouraged to share their results with the #blinkchallenge tag. ## Trend Insights (Trend Hunter) - Score: 4.3/10 - Popularity: 47% | Activity: 70% | Freshness: 12% - Audience gender: 50% men, 50% women - Primary generations: Gen Z - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### What's Driving This Trend - **AI-powered Games:** Development and implementation of sophisticated games using AI and machine learning to optimize user experience. - **Digital Breaks:** Creating new and fun ways for people to disconnect from technology and take a mental break, while still being engaged in the digital space. - **Social Media Challenges:** Encouraging user-generated content through creation of viral and social media worthy challenges in niche markets. ### Who This Affects Most - **Food Industry:** Opportunity for brands to connect with younger audiences through interactive games and challenges that communicate brand values while also giving users a mental break. - **Gaming Industry:** Opportunities to integrate AI-powered technology into game development for a more engaging, immersive experience that resonates with younger audiences. - **Social Media Industry:** Opportunities to create and promote social media challenges that generate user-generated content while aligning with brand values and target markets. ## Related on Trend Hunter - [Staring Contest AR Campaigns](https://www.trendhunter.com/trends/blink-break-1.md) - [Break-Focused AI Campaigns](https://www.trendhunter.com/trends/ai-campaign.md) - [AI-Generative Chocolate Campaigns](https://www.trendhunter.com/trends/kitkat.md) - [Workday Break-Focused Campaigns](https://www.trendhunter.com/trends/teams-meeting.md) - [Gamer-Inspired Snacks](https://www.trendhunter.com/trends/kitkat1.md) - [Brain Training Devices](https://www.trendhunter.com/trends/brainblink-brainblink.md) - [Focus-Enhancing Gaming Devices](https://www.trendhunter.com/trends/brainblink.md) - [AI-Powered Work Health Monitors](https://www.trendhunter.com/trends/bliink.md) - [Eye Health Timers](https://www.trendhunter.com/trends/blinkblink.md)