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This Super Bowl weekend, we brought a little mischief to the French Quarter. Inspired by New Orleans’ mystical roots, we transformed an old-world parlor into the CHEETOS House of Mischief: an immersive fortune-telling experience where Chester Cheetah made spooky, snarky predictions from inside a crystal ball. Our Experience team conjured up a tech-powered activation that thrilled thousands of visitors and proved once again that Chester knows how to steal the spotlight.

Building on last year’s fan-favorite Cheetos Chapel concept, we set out to reimagine Chester in a new setting that fit the spirit of The Big Easy. With its history of mystics, mediums, and magic, New Orleans gave us the perfect opportunity to turn Chester into a larger-than-life fortune teller. One of our challenges at the outset of this project was to integrate the tech in a way that was invisible to amplify the overall experience. It had to feel magical, not mechanical. The ultimate goal was to create a seamless activation that was playful, immersive, and unmistakably Cheetos, dusted with Crescent City swagger.

The Cheetos House of Mischief was a fully designed, live-show destination. Guests stepped into a vintage New Orleans house of curiosities, complete with antique furniture, crystals, herbs, arcane books, and flickering candles. Lightly distorted jazz music hummed throughout, setting the mood with a spooky, soulful vibe. Dynamic lighting shifted between iconic Cheetos orange and mysterious purples, a nod to FLAMIN’ HOT while adding dramatic flair. At the heart of it all was Chester’s crystal ball. Our hidden tech and live voice actors brought him to life with improv banter and eerie, hilarious predictions in real time. Guests became an active part of the magic making as they called Chester forth, cast spells, and walked away with the perfect paw-ty favor, a custom-designed set of tarot cards.

Blending storytelling, set design, and seamless tech, we turned the snarky spirit of Cheetos into a full-sensory experience. The Cheetos Chester Fortune Teller activation drew over 500 guests and became a standout moment within the PepsiCo Chips & Sips Quarter, an immersive world highlighting some of our most iconic brands which welcomed more than 37,000 people and generated ovr 2.5 billion social impressions.

With a mystical aesthetic and tech-powered sensorial storytelling, Cheetos conjured up unforgettable moments and redefined how brands show up at the Super Bowl.