Chobani is officially entered the metaverse with the launch of Chobani Oatmilk Cosmic Race on Roblox. Now open to the Roblox community, Chobani's first metaverse experience focuses on group racing and discoverability. Participants enter a race through a virtual galaxy in Chobani Oatmilk spaceships delivering oatmilk to planets. If they finish the race, they can claim victory, leaderboard bragging rights, and in-experience rewards, including custom Chobani merchandise.
Racers completing the course are awarded points, which are mirrored and totaled in the charity chart. When the target goal is reached, Chobani will make a donation to Hunger Free America of $75,000.
"Making accessible, high-quality, nutritious products, including oatmilk, is important to us and with this game, we're taking a fun and creative approach to how oatmilk could be seen and used by everyone," said Meredith Madden, chief marketing & category officer, Chobani. "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."