Chobani, a food and wellness company announced today that it has officially entered the metaverse with the launch of the “Chobani™ Oatmilk Cosmic Race” on Roblox.
This is Chobani’s first metaverse experience focused on group racing and discoverability.
🚀 Launching today 🚀 Play the Chobani Oatmilk Cosmic Race now on @Roblox. Race around space with friends to deliver #oatmilk fast as you can and help Chobani reach its charity donation goal for @HungerFreeUSA. https://t.co/UvC4cdZ7Da pic.twitter.com/7HQU3MtydM
— Chobani (@Chobani) June 14, 2022
What is the game about?
Participants enter a race through a virtual galaxy in Chobani™ Oatmilk spacecraft delivering oatmilk to planets.
Those who finish the race can claim victory, bragging rights on the leaderboard and rewards including customized Chobani™ merchandise.
Through the game Chobani is expanding its mission to help charitable causes.
Runners who complete the course receive points that are reflected and totaled on the charity leaderboard and when the goal is reached Chobani will make a $75,000 donation to Hunger Free America.
Chobani and its mission
Chobani’s philanthropic efforts include working to eradicate childhood hunger, support immigrants, refugees and underrepresented people, honor veterans and protect the planet.
The game is part of Chobani’s marketing campaign to promote its dairy-free products.
By launching the game on Roblox, Chobani hopes to raise awareness of its brand and products among 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 attract new fans to our brand in a playful and engaging way,” said Meredith Madden, Chief Marketing & Category Officer at Chobani.
“Chobani Oatmilk Cosmic Race” was designed and developed in collaboration with global creative collective Thinkingbox.
Other brands in Roblox
Chobani joins other 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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