Cheetos has decided to venture into the Metaverse to celebrate its Halloween, joining forces with Horizon Worlds, Meta’s (previously Facebook) free app to Meta Quest headset. In other words, you will need the virtual reality device to participate.
Cheetos’ debut into the Metaverse was deemed a “significant moment for both the brand and the portfolio as we broaden the ways we engage with fans,” according to Stacy Taffet, senior vice president of marketing for Frito-Lay, the brand behind Cheetos.
It will all take place in Chesterville, a new digital suburban neighborhood set inside Horizon Worlds, with a Halloween theme. Visitors of the Metaverse platform can go into Chesterville and find “all sorts of tricks and a chance to bring a flavor back to life in the real world.”
Users will be challenged to complete tasks around Chesterville, using some “mischievous tools.” This will allow them to earn Halloween themed points on their “mischief meter,” ultimately gaining access to a spooky mansion looming atop Cheetos Hill.
This will allow visitors to vote for their favorite “ghost of Cheetos’ past”, meaning flavors no longer available. The most voted flavor, between Cheetos Flamin’ Hot Chipotle Ranch, Cheetos Flamin’ Hot Pepper Puffs, or Cheetos Nashville Hot snacks, will then be “resurrected” for a limited run in the real world.
Alongside several “Cheetos Mischief Makers” tools to create mischief in this Halloween virtual town, users can also use special codes to facilitate their progress, available in Cheetos social media channels.
Voting won’t actually be exclusive to the Horizon Worlds initiative, as fans of the franchise can also vote on their favorite flavor via the official website. The initiative will run through Halloween and will be available until November 2, and the results will be shared on Cheetos’ social media platforms, before becoming available in stores for an unspecified amount of time.
“It’s exciting to see such an iconic brand use our platforms to experiment and connect with consumers in new, innovative ways,” Nada Stirratt concluded.