After many years of instigating mischief in the real world, Chester Cheetah and Cheetos are taking their antics to virtual reality this Halloween. Cheetos has unveiled Chesterville, a new, digital suburban neighborhood. 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 Frito-Lay snack portfolio. 

Set inside Meta Horizon Worlds, 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,” says Stacy Taffet, senior vice president, marketing, 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.   

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The three snacks eligible for "resurrection."

"Forward-thinking brands are beginning to build immersive experiences and we’re thrilled that Cheetos is leading the pack with their launch of Chesterville, their first-ever virtual reality experience in Meta Horizon Worlds,” says Nada Stirratt, vice president, global business group, Meta. “It’s exciting to see such an iconic brand use our platforms to experiment and connect with consumers in new, innovative ways. We can’t wait to see how users everywhere embrace their inner Chester Cheetah this Halloween and beyond.”