Chobani Oatmilk Cosmic Race
Open the game- Brand
- Chobani
- Year
- 2022
- Objective
- Engagement
- Industry
- Food & drink
- Mechanic
- Racing
- Platform
- In-game
- Agency
- Thinkingbox
- With
- Chobani Creative
Objective
Chobani sought to engage the gaming community and build brand awareness for its oat milk products through an immersive, branded metaverse experience on Roblox. The campaign aimed to position Chobani as an innovative brand entering the gaming space while combining entertainment with social impact through charitable fundraising for Hunger Free America.
Solution
Chobani launched an interactive racing game on Roblox where players pilot branded spaceships through a multi-route interstellar track, delivering oat milk to planets. Players select a cosmic-themed racer, collect oat-powered speed boosts and power-ups, and compete for leaderboard positions and bragging rights. Completed races award in-game points that unlock custom Chobani merchandise rewards. The experience features a branded space port lobby with hidden easter eggs. Each completed race contributes to a charity tracking goal, with Chobani pledging a $75,000 donation to Hunger Free America upon reaching the collective milestone. Thinkingbox designed and developed the experience using Roblox Studio.
Results
The campaign achieved over 5,000 plays within the first two weeks of launch, with a cumulative total of 14+ hours of gameplay and an average session duration of 5 minutes per player.
