- Yogurt company Chobani is launching a Roblox game to promote its oat milk.
- The company wants to close the gap with category leaders Oatly and Hood.
- The game, called “Chobani Oatmilk Cosmic Race”, has players racing to help planets in need of oat milk.
Oat milk is a relatively new category in the United States that has become extremely popular with sales increasing 70 times between 2017 and 2021 – and it represents 16% of all sales of non-dairy milk.
It is also a fiercely competitive category, with three companies make it out for supremacy: Oatly is credited with popularizing the product in the United States; dairy giant HP Hood capitalized on Oatly’s inability to meet rising demand and stole the top spot; and the Chobani yogurt maker, which published an oat milk product in 2019, is now third in retail sales, according to the Wall Street Journal.
To bridge this gap, Chobani launched a Roblox game, called “Chobani Oatmilk Cosmic Race”.
“We want to raise awareness beyond our primary yogurt consumer,” said Meredith Madden, director of marketing and category at Chobani. “If you ask most people what Chobani is known for, they’ll say yogurt.” Chobani believes that if it can engage young consumers, it can become the go-to oat milk brand.
Chobani chose to get started on Roblox because he has a huge 45.5 million daily active usersmost of whom belong to Generations Z and Y.
“Chobani Oatmilk Cosmic Race” is a “Mario Kart” style racing game set in outer space, developed by ThinkingBox, a Vancouver-based digital and creative agency. Players race through a course while overcoming obstacles to “help planets in need of oat milk,” said ThinkingBox producer Michael Kovacs.
Chobani is also trying to appeal to the social conscience of the younger generation to drive engagement in the game. He will donate $75,000 to the nonprofit organization Hunger Free America if players collectively generate $20 million. points in the game. Kovacs said that goal could take a month and a half if the game attracts around 20,000 players per day.
Chobani will also measure the success of the campaign based on brand mentions on social media and how it increases brand awareness, Madden said.
She added that Chobani works with
influencers who will broadcast the game live to their audience.
When designing the game, Kovacs tried to make it promotional without alienating players.
For example, the game initially featured a space station with pools of oat milk, but they were replaced with water as the oat milk theme dominated the game’s aesthetic. However, the game has always links to oat milk – accumulated points are measured by a glass of oat milk, for example. And the course is filled with products that can be paired with oat milk, like bananas and matcha.
Roblox has attracted other brands. Last year, Nike and Vans have introduced their own Roblox playgrounds and parks, and Gucci has launched its own brand city last week after dabbling in near-term events.