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Cheetos Launches A Brand New Metaverse Experience

Cheetos Chesterville shows how snack brand can leverage new technologies in marketing.

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Vie
Updated: February 28, 2023
Cheetos in Chesterville

Cheetos launched a unique and innovative campaign that allowed their customers to engage with the brand in a new way.

The campaign was based on the concept of a Metaverse, a virtual world where people can engage with each other and digital objects in real time. 

Cheetos has just revealed Chesterville, a new digital suburban neighborhood, unlike any place Cheetos fans have ever seen in the real or virtual world. 

Chesterville is filled with playful pranks and offers a unique opportunity to revive a beloved flavor in real life. It’s the first foray into the world of virtual reality for both Cheetos and the iconic Frito-Lay® snack portfolio.

The Campaign– To Reach and Engage With Younger Audiences

Cheetos teamed up with various companies and influencers to launch their Metaverse campaign.

The campaign was centered around Chesterville, a Halloween-themed digital world where players could explore a virtual neighborhood, interact with Cheetos products, and participate in mini-games.

To create Chesterville, Cheetos collaborated with Horizon Worlds, a Metaverse platform, and Vayner3, a creative agency owned by Gary Vaynerchuk.

Chesterville is in Meta Horizon Worlds, an ideal destination for mischief makers. Instead of traditional trick-or-treating, players can embrace their inner Chester Cheetah and cause some Halloween mayhem.

The game’s objective is to complete various challenges around Chesterville, using various mischievous tools to earn points on the “mischief meter.” 

The ultimate goal is to access the eerie mansion that looms over Cheetos Hill. Once inside, players can unlock the most exciting aspect of Chesterville.

The opportunity to vote for their preferred “ghost of Cheetos’ past” and contribute to the revival of a discontinued flavor in the real world. 

Fans can choose from three favorite flavors, namely, Cheetos Flamin’ Hot Chipotle Ranch, Cheetos Flamin’ Hot Pepper Puffs, or Cheetos Nashville Hot snacks, with the winning flavor being resurrected for a limited time.

Cheetos’ goal with this campaign was to reach a younger audience and engage with them on their turf.

By creating a digital world, the brand was able to tap into the trend of the Metaverse and offer a unique and engaging experience. The Chesterville campaign aimed to:

  • Increase brand awareness and engagement with a younger demographic.
  • Build a community of Cheetos fans and brand ambassadors.
  • Promote their Halloween-themed products.

The company aimed to create an immersive experience that would appeal to the younger generation and reflect their passion for digital technologies.

How Does This Differ From Other Campaigns in the Metaverse?

Cheetos’ Chesterville campaign differs significantly from the company’s marketing efforts. Previously, Cheetos primarily relied on traditional advertising channels such as TV and print to promote their products.

However, Cheetos embraced the latest digital technologies with the Chesterville campaign and created an innovative and engaging customer experience. 

By partnering with Horizon Worlds and Vayner3, Cheetos created a unique Metaverse experience. Which differentiates its brand from competitors and generated significant buzz. 

Using NFTs added a layer of exclusivity and collectibility not present in Cheetos’ previous campaigns.

How Did the Campaign Perform?

The Chesterville campaign was a massive success for Cheetos, generating significant interest and engagement from the audience. Here are some of the results of the campaign:

  • The Chesterville metaverse experience has many visitors in the first week.
  • The campaign generated good social media impressions. It was also covered by major news outlets such as Forbes, PR Newswire, and The Drum.
  • Cheetos’ Chesterville NFT collection was sold.
  • The campaign helped Cheetos increase their sales during Halloween, increasing both volume and revenue.
  • The Chesterville campaign created a positive buzz around the brand, with customers sharing their experiences on social media.

Here are some key takeaways from the Chesterville marketing campaign:

  • Cheetos successfully created an immersive and interactive experience for its audience that aligned with the latest trend in digital technologies.
  • The Chesterville campaign resulted in significant brand awareness and engagement, generating positive sentiment and loyalty among the audience.
  • Using NFTs added a layer of exclusivity and collectibility that resonated with the audience, driving additional sales.

What Could Cheetos Learn From Other Brand Campaigns in the Metaverse?

Cheetos’ Chesterville campaign was a successful example of how a brand can leverage new technologies to create an immersive and engaging experience for its audience. 

The campaign’s use of NFTs, partnerships, and Metaverse technology created a unique and differentiated experience that resonated with the younger demographic.

Cheetos successfully increased brand awareness, engagement, and loyalty and generated additional sales.

However, as a snack brand, Cheetos could learn more from other Metaverse campaigns such as Chiptole, McCain, Pizza Hut, and Jimmy John’s.

These brands have successfully entered Metaverse while bringing awareness to users with virtual spaces they created in Roblox.

Their awareness encourages users to be active and practice a healthy lifestyle that resonates with the brand image.

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