First-ever gaming activation from America's
egg farmers engages gamers through obstacle course gameplay,
egg power-ups and in-game recipes.
CHICAGO, Nov. 12,
2024 /PRNewswire/ -- The American Egg Board (AEB)
announced today the launch of a first-of-its-kind, in-game
activation exclusively in Roblox, an immersive gaming and creation
platform: a "Tower of Eggs" pop-up filled with a dozen delicious
egg recipes.
Featured in popular Roblox obby (obstacle-course) games now
through February 5, 2025, it's an
uneggspected way for players to explore the unlimited potential of
eggs to fuel their day—and gameplay!
With a challenge to make recipes like Sausage, Egg and Cheese
Roll-Ups and Ramen Carbonara,
players will run, jump and duck their way through a four-level
tower obstacle course, each representing a real egg recipe
comprised of ingredients and kitchen tools needed to complete the
dish. As they run the course, players can unleash power-ups by
breaking open eggs and cracking into their amazing possibilities.
When they reach success, players will be awarded limited-time
player gear for their Roblox avatar wardrobe: egg-inspired
accessories, of course, including sunny-side shades, eggsplorer
helmet and yolk hero cape.
The Tower of Eggs pop-up will be appearing in the following
games across Roblox:
- Pull A Friend (Nov. 12 – 26,
2024)
- Duck Army (Nov. 26 – Dec. 10, 2024)
- Color or Die (Dec. 10 – 20,
2024)
- 1% Win Obby (Dec. 20, 2024 –
Jan. 7, 2025)
- Ultimate Easy Obby (Jan. 7 – 21,
2025)
- Chill Obby (Jan. 21 –
Feb. 5, 2025)
The Tower of Eggs pop-up from America's egg farmers and The
Incredible Egg is the latest extension of their "Meant to be
Broken" campaign, empowering people to break the rules and
routines, inside and outside the kitchen. The AEB's target audience
of Millennial and Gen Z consumers are enthusiastic gaming
fans.
"We are excited to invite players to the Tower of Eggs pop-up,
where they may be surprised their mission to master a basic cheese
quiche is fun, easy and inspires their next meal," shares
Ed Hoffman, vice president of
marketing and communications at the AEB. "By tapping into the
fast-paced, challenging and entertaining Roblox platform, we
are engaging a new generation of egg fans in an immersive and
memorable moment."
Sunny Choi, who made history as
the first U.S. woman invited to compete in the global sport of
breaking at the summer 2024 games and an "eggficionado,"
befittingly appears as an NPC (non-playable character) delivering a
message about breaking into the incredible power of eggs. "Sunny
guides players through the Tower of Eggs, sharing egg-related quips
and cheering them on for every dish," says Hoffman.
The Tower of Eggs marks the first-ever Roblox activation brought
to players by a national commodity checkoff organization and was
created in partnership with Talmont, a gaming planning and strategy
consultant, and Super League (Nasdaq: SLE), a leading creator and
publisher of content experiences and media solutions across the
world's largest immersive platforms.
"Brands entering the gaming space are engaging in culture,
creating experiences and building communities that transcend
traditional marketing," noted Steve
Bava, strategy lead for Talmont. "The American Egg Board is
leaning into gaming, a crucial shift for connecting eggs with the
future."
"The AEB was quick to recognize and embrace the power of tapping
into the unbounded creativity that thrives within Roblox games,"
said Matt Edelman, President and
Chief Commercial Officer of Super League. "It has been a pleasure
to partner with the AEB to bring a modular content experience to
life that will reach millions of players across so many popular
titles on the platform."
Players interested in fueling their IRL gameplay can explore the
featured recipes and meal inspiration at MeantToBeBroken.org and
follow for more on TikTok and Instagram.
About the American Egg Board (AEB)
Home of The Incredible Egg, the American Egg Board (AEB) supports
America's egg farmers in its mission to increase demand for U.S.
eggs and egg products through research, education and promotion.
The AEB is located in Chicago. For
more, visit IncredibleEgg.org.
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SOURCE American Egg Board
