The cast of the upcoming film Veronica Mars have a new challenge for their fans, whom they affectionately refer to as “marshmallows.”

According to MTV News, the cast stopped by MTV After Hours to introduce the “Marshmallow Challenge!”

For those who don’t really understand why the series’ fan base was coined “marshmallows,” the popular nickname actually dates back to very first episode of the Veronica Mars television series.

Kristen Bell‘s character Mars was called a “marshmallow” by one of the show’s other characters.

So, the connotation simply stuck with fans over the course of the series, which ran for three years before going off the air in May of 2007.

On the latest episode of the show, they even joined in on the game to give fans a visual of how it works. The Marshmallow Challenge was filmed at South by Southwest (SXSW) at the Alamo Drafthouse in Austin, TX.

Do you accept the challenge? Send us your photos using #VeronicaMarsMovie after you check out @joshuahorowitz‘s video http://t.co/06JETRL0oI

— Veronica Mars (@veronicamars) March 12, 2014

The big event took place during the Kickstarter premiere of the upcoming film. The publication reports that the Challenge participants included Kristen Bell (Veronica Mars), Jason Dohring (Logan Echolls), Ryan Hansen (Dick Casablancas), Chris Lowell (Stosh ‘Piz’ Piznarski), Enrico Colantoni (Keith Mars) and Veronica Mars creator Rob Thomas.

Here’s the Marshmallow Challenge Instructions via MTV News:

1) Post an instagram video of yourself saying “Marshmallow!” with as many marshmallows in your mouth as possible, using the hashtag #MarshmallowChallenge before Thursday, March 13 at 6pm.

2) We’ll choose the five most creative entries, and post them for voting on MTV News on Friday, March 14 at 10am.

3) Vote for your favorite from 10am to 5pm on March 14.

4) One winner will be notified on Instagram

The winner gets a big bag of marshmallows signed by the full cast of the film. A number of fans have already taken to Twitter to share pictures of their mouths filled with marshmallows. However, its only practice today since the official game begins on Friday!

@veronicamars I had about 4 in there. they’re like steroid huge omg I never realized. #VeronicaMarsMoviepic.twitter.com/G6cCl2VQsT

— Ashley (@CharlieMusgron) March 12, 2014

Veronica Mars hits theaters nationwide on Friday, Mar. 14!

Image via Veronica Mars Movie, Facebook