Chicago, United States, December 12, 2024, GamingWire
A first-of-its-kind gaming experience from America's Egg Farmers engages players in an obstacle course game, egg powerhouse, and in-game recipes.
The American Egg Board (AEB) announced today the launch of a first-of-its-kind in-game activation in Roblox, the immersive gaming and creation platform: a pop-up “egg tower” filled with a dozen delicious treats. Egg recipes.
Now through February 5, 2025, featured in the popular Roblox obby (obstacle-course) games, players will explore the limitless potential of eggs and gameplay to fuel their day!
Challenged to make recipes like sausage, egg and cheese roll-ups and ramen carbonara, players run, jump and maneuver their way through a four-level tower obstacle course, each representing a real egg recipe with essential ingredients and kitchen tools. To complete the meal. As they run through the course, players can release power-ups by breaking open eggs and smashing into their amazing scenarios. Upon achievement, players will be rewarded with limited-time player gear for their Roblox avatar wardrobe: egg-inspired accessories, including, of course, sunny-side-up shades, an egg aspirin helmet, and a yolk hero cape.
The Egg Tower popup appears in the following games on Roblox:
Color or Die (December 10 – 20, 2024) 1% Win Obby (December 20, 2024 – January 7, 2025) Ultimate Easy Obby (January 7 – 21, 2025) Obby Freeze (January 21 – February 5, 2025)
The Egg Tower pop-up is the latest in a “Breaking Purpose” campaign from Egg Farmers of America and Incredible Eggs, a force that empowers people to break the rules and customs in and out of the kitchen. AEB's target audience of millennial and Gen Z consumers are avid gaming enthusiasts.
“We're excited to invite players to the Egg Tower pop-up at AEB,” said Ed Hoffman, vice president of marketing and communications.
In the year Sunny Choi, who made history as the first American woman and “eggficionado” to be invited to compete in an international crash sport in the summer of 2024, appeared surprisingly well about entering the surprise as an NPC (Non-Player Character). The power of eggs. “Sun leads the players through the egg tower, handing out egg-related balls and encouraging them for each dish,” Hoffman said.
The Egg Tower marks the first Roblox activation brought to players by the National Commodity Regulation Organization and was created in partnership with Talmont, a game planning and strategy consultancy and the lead creator and publisher of Super League (NASDAQ: SLL). Content experiences and media solutions for the world's largest immersive platforms.
“Brands entering the gaming space are engaging in culture, creating experiences and building communities that go beyond traditional marketing,” said Steve Bava, head of strategy at Talmont. “America's Egg Board Leans into Game-Changing Future of Egg Connection”.
“AEB was quick to recognize and embrace the unlimited creative power of Roblox games,” said Super League President and Chief Commercial Officer Matt Edelman.
Players interested in fueling their IRL game can explore the recipes and food inspiration featured on MeantToBeBroken.org and follow along on TikTok and Instagram for more.
About the American Egg Board (AEB)
Home of Incredible Eggs, the American Egg Board (AEB) supports America's egg farmers through research, education and promotion in its mission to increase demand for US eggs and egg products. AEB is located in Chicago. For more, visit IncredibleEgg.org.
