Why Brands Are Building Their Own 'Museums' Where Immersion Is the Price of Entry

Cheetos, Hulu, Land O'Lakes have set up exhibits

Cheesebraham Lincoln. Locheese Monster. Statue of Libercheese. These are just some of the "rare" Cheetos featured in the "Chester's Masterpieces" section of the online Cheetos Museum. Since June, the Frito-Lay-owned brand has gathered over 100,000 submissions via a contest asking Americans to help curate its upcoming Cheetos Museum. The brand plans to sort through the submissions, award prize money to winners and potentially use said submissions in an offline version of the Cheetos Museum that it will build later this year, according to Jeannie Cho, vp of marketing for Frito-Lay.