Cheetos Makes Mischief in the Metaverse with Halloween-Themed 'Chesterville'

After many years of instigating mischief in the real world, Chester Cheetah and Cheetos are taking their antics to virtual reality this Halloween, in collaboration with VaynerMedia and Vayner3.

Cheetos today unveiled Chesterville, a new, digital suburban neighborhood unlike any place – real or virtual – Cheetos fans have visited before. Riddled with all sorts of tricks and a chance to bring a flavor back to life in the real world, Chesterville is the first venture into virtual reality for both Cheetos and the iconic Frito-Lay snack portfolio. 

Set inside Meta Horizon Worlds, Chesterville is a mischief-maker’s dream: a place to embrace their inner Chester Cheetah, ditch the standard trick-or-treating and stir up some Halloween mischief. Players are challenged to complete tasks around Chesterville, with some mischievous tools, to help them earn points on their “mischief meter.” 

“As a culture-first brand committed to innovative consumer experiences, Cheetos is proud to lead Frito-Lay into the metaverse,” said Stacy Taffet, senior vice president of marketing for Frito-Lay. “This is a significant moment for both the brand and the portfolio as we broaden the ways we engage with fans, inviting them to experience Cheetos in an entirely new way. We can’t wait to welcome consumers into Chester’s virtual domain that brings his personality and Cheetos’ brand ethos to life.”

The goal is to gain access to the spooky mansion that looms atop Cheetos Hill. Once inside the mansion, fans get to unlock the most intriguing part of Chesterville: a chance to vote for their favorite “ghost of Cheetos’ past” and help bring a no-longer-available flavor back to life in the real world. Fans will choose from one of three favorite flavors to resurrect for a limited run: Cheetos Flamin’ Hot Chipotle Ranch, Cheetos Flamin’ Hot Pepper Puffs, or Cheetos Nashville Hot snacks. 

Cheetos lovers outside the digital realm won’t be left out of the fun. Launching alongside Chesterville, Cheetos is calling on fans to share their flavor pick at CheetosChesterville.com beginning October 23, 2022 through November 2, 2022. Cheetos will announce the winning flavor on social media before it reappears in the real world in early 2023, for a limited time to those who participate. 

Fans can also keep the fun going beyond Chesterville by enjoying the new Cheetos Mac 'N Cheese Box of Bones, a frightfully cheesy twist on the brand’s regular mac that’s available for a limited time this fall.