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This weekend, as the Super Bowl looms large, brand mascot Chester Cheetah is marrying people in his Cheetos Chapel on the Las Vegas Strip. Or at least, a digitized version of Chester appears to welcome bystanders into the “cheesy” pop up chapel.
On Saturday a real officiant legally married Frito-Lay employees. The brand’s CEO was the couple’s witness.
The kitschy chapel is part of the massive Frito-Lay activation, fittingly named the Chip Strip. A Cheetos chapel doesn’t make sense except for in Vegas, which is known for its shotgun weddings and drive-thru nuptials.
“You definitely hear of a lot of people getting married in Vegas. We thought [there is] no better person to mischievously help people renew vows [or] get married then Chester,” said said Tina Mahal, svp of marketing at PepsiCo.
This year’s event is the biggest Super Bowl experience Frito-Lay’s ever created. It rented out street space from the New York New York casino to build Cheetos Chapel and create a publicly-accessible space spanning at least a city block near the hotel’s Brooklyn Bridge.
The space has games and prizes that include a Toyota Tacoma. There’s also a padded Dinamita inflatable jousting ring. Frito-Lay is putting its Dinamita brand into the limelight this week and introduces viewers to new spokeswomen, Dina and Mita, in its newly-released Super Bowl spot.
To center the Chip Strip concept, Frito-Lay also wrapped the Luxor in a giant Doritos chip. On Saturday, those on the Strip could scan the Luxor wrap using Frito-Lay’s Triangle Tracker AR lens for a chance to win Super Bowl tickets.
