This Week In The Metaverse: Paris Hilton’s Halloween Roblox Party, Cheetos Goes Meta

Things are moving fast in the metaverse, and in the wider world of web3 as a whole. Here’s what you need to know from this past week:

Paris Hilton and her company, 11:11 Media, are hosting “Cryptoween” in Roblox until November 01. / Adobe Stock

Experts gather at Advertising Week to discuss web3

Blockchain-based technologies like NFTs and the metaverse have been a major focus during the opening days of Advertising Week 2022 Experts hailing from agencies and brands have been congregating in Manhattan’s Lower East Side to explore web3 and how it will transform the advertising industry. Read more here.

Paris Hilton throws a Halloween Party in Roblox

Paris Hilton, the self-styled “Queen of the Metaverse,” launched an event on Monday celebrating Halloween inside of Paris World, a virtual experience in Roblox that was developed by her company 11:11 Media. Cryptoween, as the event is being called, will offer visitors the chance to hang out with Hilton’s avatar and try on virtual Halloween costumes. Attendees can also give their own avatars a Halloween makeover with virtual beauty products from L’Oreal’s Urban Decay, which collaborated with Hilton’s brand to launch the event.

Cheetos ‘Chesterville’ goes live in Horizon Worlds

Cheetos has debuted Chesterville in Horizon Worlds (Meta’s virtual reality platform), marking it the first metaverse-based experience not only for Cheetos but for the entirety of the Frito-Lay brand portfolio. The virtual experience, named after the Cheetos brand mascot Chester the Cheetah, launched in celebration of Halloween and recreates a suburban neighborhood like that which is so often the setting of popular Halloween movies. (Somebody needs to tell Hollywood that kids also go trick-or-treating in the city.) Visitors to the Chesterverse will be able to engage in a variety of challenges, tracking their earned points in a ‘mischief meter.‘

“As a culture-first brand committed to innovative consumer experiences, Cheetos is proud to lead Frito-Lay into the metaverse,“ Stacy Taffet, Frito-Lay’s senior vice-president of marketing, said in a statement. “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.“

MasterCard helps banks provide crypto services

Mastercard announced that it’s getting ready to pilot Crypto Source, a new program developed in partnership with crypto trading platform Paxos that aims to help banks get into the crypto space. Through the partnership, MasterCard will handle security and regulation issues on behalf of clients, while Paxos oversees asset management. Click here to read more.

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