Humans are hard-wired to see shapes in objects like clouds. This ability helps us make sense of the world around us and validates our creativity and individuality. Leveraging their unique shapes, Cheetos opened a Cheetos Museum. Contestants submitted photos of the most interesting or bizarre cheetos to the museum’s website, and entries were further incentivized by a $50,000 prize for the best shape. The craze reached its peak when a man posted a Cheeto shaped like Harambe, the gorilla shot at Cincinnati Zoo, on eBay and sold it for just shy of $100,000.

The Cheeto Museum received more than 100,000 submissions, making it the company’s most successful social campaign.