Oatmilk Cosmic Race
View the case- Brand
- Chobani
- Year
- 2022
- Objective
- Engagement
- Industry
- Food & Drink
- Mechanic
- Racing & Sports
- Platform
- In-Game
- Agency
- Thinkingbox
- With
- Chobani Creative
Objective
Chobani wanted to establish itself as more than a yogurt brand and build awareness for its new oat milk line among the Gen Z and Gen Y gamers who make up the core oat milk audience. It picked Roblox over Horizon Worlds, Decentraland, and Animal Crossing specifically because that audience was already there in large numbers. The launch was framed as test-and-learn rather than a sales push, and the brand added a charitable angle — a donation to Hunger Free America — so as not to show up without a purpose.
Solution
Players land in a branded Chobani space-station lobby stocked with hidden easter eggs, then pick a Cosmic Oat Racer and launch onto a multi-route interstellar track. Racing across the course, they scoop up oat-fueled speed boosts and power-ups while delivering cartons of oat milk to eight different planets. Finishing a run earns a leaderboard spot and oat milk points, which players spend on exclusive Chobani gear for their avatar. Those same points also feed a shared charity meter — once players collectively fill it, Chobani donates $75,000 to Hunger Free America.
Results
5,000+ play sessions and 14+ hours of total gameplay in the first two weeks, with an average session length of 5 minutes. Net favorability among the target audience rose 1.5x in the first month. The charity meter tied to the $75,000 Hunger Free America donation filled faster than Chobani expected.
- 1
The player launches Chobani Oatmilk Cosmic Race to a title screen branded with the race name and a Chobani ship, then spawns in a branded lobby, a glowing space station with light-ring arches and ships parked on launch pads.
- 2
A setup line frames the premise: Chobani Oatmilk has scattered across space and gravity has mixed everything up, so players are called into the Cosmic Race to deliver it.
- 3
Before racing, players share the lobby with other avatars, wander between zones and stands, follow signage toward the launch pads, and can hunt for hidden easter eggs.
- 4
Players pick a Cosmic Oat Racer ship from a lineup styled after Chobani Oatmilk flavors, then spend earned points in an item menu to unlock exclusive Chobani merch and equip it on their avatar before launch.
- 5
Races are shared: players join other racers on a track set in open space, piloting their ship through branching routes, grabbing oat-powered speed boosts that trail light streaks, and collecting Chobani Oatmilk cartons and power-ups along the way.
- 6
Each race delivers milk to one of eight planets, each with its own distinct landscape; players land on the surface in a branded touchdown zone, with later races unlocking the other planets.
- 7
Points earned from racing feed both a personal score and a shared Charity Meter that tracks all players' combined distance toward a collective 10-million oatmilk-point goal, which triggers a $75,000 donation from Chobani to Hunger Free America once reached.
- 8
Each race ends with a placement and a spot on the leaderboard, giving players bragging rights, and they can return to race again to improve their time, climb the leaderboard, buy more merch, and add further points to the shared total.
