Quick take:
- “Chobani™ Oatmilk Cosmic Race” is a game that focuses on group racing and discoverability.
- Racers contribute to a target goal that will see Chobani make a $75,000 donation to Hunger Free America.
- The game was designed and developed in partnership with global creative collective Thinkingbox.
Chobani, a food and wellness company, today announced that it has officially entered the metaverse with the launch of “Chobani™ Oatmilk Cosmic Race” on Roblox. This is Chobani’s first metaverse experience focusing on group racing and discoverability.
In the game, participants enter a race through a virtual galaxy in Chobani™ Oatmilk spaceships delivering oatmilk to planets. Those who finish the race can claim victory, leaderboard bragging rights, and in-experience rewards – including custom Chobani™ merchandise.
Through the game, Chobani is extending its mission to give to charitable causes. Racers who complete the course are awarded points which are mirrored and totalled in the charity chart. When the target goal is reached, Chobani will make a $75,000 donation to Hunger Free America.
Chobani’s philanthropic efforts include working to eradicate child hunger, supporting immigrants, refugees and underrepresented people, honouring veterans, and protecting the planet.
The game is part of Chobani’s marketing campaign to promote its dairy-free products. With the game’s launch on Roblox, Chobani is hoping to bring its brand and product awareness to Roblox users and attract new consumers.
“Bringing whimsical moments to life, especially in a virtual environment, is a great way to test new ideas and to attract new fans to our brand in a playful and engaging way,” said Meredith Madden, Chief Marketing & Category Officer, Chobani.
“Chobani Oatmilk Cosmic Race,” was designed and developed in partnership with global creative collective Thinkingbox.
Chobani joins a growing number of well-known companies and brands that have launched metaverse experiences on Roblox in recent weeks to expand their reach to younger consumers. These include Spotify, Samsung, Clarks, Gucci, Tommy Hilfiger, and Givenchy.
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