PepsiCo subsidiary Cheetos announces the launch of “Chesterville” in the metaverse. The snack brand has partnered with Gary Vaynerchuk’s Web3 agency Vayner3 to develop this Halloween-themed experience.
Chesterville is a digital suburban neighborhood based in Meta’s Horizon Worlds. The game features a variety of virtual locations that host different gamified tasks, where players can earn points for their “mischief meters.” The points grant users access to the exclusive virtual mansion located on “Cheetos Hill.” Once unlocked the location, players can decide whether to bring back a special Cheetos flavor from the “dead” or not.
In addition to earning the in-game points, Cheetos fans can also unlock gaming experiences via the Cheetle Codes, available on the brand’s social media.
“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. 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,”
said the vice president of the global business group at Meta, Nada Stirratt.
Unfortunately, Zuckerberg’s Meta has limited access to the gamified experience, allowing only Meta Quest 2 virtual reality headset owners to visit Chesterville.
The social media giant has not been performing well in the past months. The initial goal for the Metaverse platform was to reach 500,000 monthly active users by the end of this year, and the company has invested $15 billion in its development. However, as of October 17, Horizon Worlds featured less than 200,000 monthly active users, which is below the new target of 280,000 players. According to industry experts, underperforming might be the result of high VR headset costs and the lack of players to share experiences with.