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Nars Wants You to Smash Open This Glossy Orb Using Twitter

You'll probably want to tune in for this.

If you'd like to tune out of work for a while and stare mindlessly at an absorbing and repetitive animation, have we got an opportunity for you! 

On Wednesday, Nars is launching a digital giveaway for its limited-edition Christopher Kane collaboration. The entries manifest in a live-streamed video, which shows a glossy orb surrounded by chisels. Each time someone tweets using the #NARSChristopherKaneUS tag — which earns that person entry into the giveaway — a chisel will strike the sphere, taking a chip out of its surface. The final Twitter user to break it apart wins a Christopher Kane accessory and the entire collection.

If you'd like to set a calendar alert now, the competition begins at 1 p.m. ET in the U.S. and will be live-streamed on YouTube and Nars's website.

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It's not new for fashion brands to use Twitter-based campaigns to generate online buzz and customer engagement — think back to the Marc Jacobs Tweet Shop, which took social media posts as payment for goods. But having watched the UK version of the Nars Christopher Kane Breakthrough go down earlier this morning, I'll confirm that it's weirdly fun to watch. Considering the ubiquity of designer collaborations, brands are well served by finding ways like this to drum up excitement.