The American Egg Board (AEB) is breaking new ground in marketing with its groundbreaking launch of “Tower of Eggs,” the first-ever gaming activation by a national commodity checkoff organization exclusively on Roblox. This innovative campaign blends the exciting world of obstacle course gaming with the delicious versatility of eggs, creating a unique and engaging experience designed to captivate a younger demographic.
From December 10th, 2024, to February 5th, 2025, players can embark on a culinary adventure through a four-level obstacle course within popular Roblox obby (obstacle course) games. Each level represents a different egg-based recipe, from the classic Sausage, Egg, and Cheese Roll-Ups to the more adventurous Ramen Carbonara. As players navigate the challenges, they’ll collect in-game power-ups by “breaking” virtual eggs, unlocking the incredible potential of this everyday ingredient.
Successfully completing the course rewards players with exclusive, egg-themed accessories for their Roblox avatars. Think sunny-side-up shades, an explorer helmet, and a yolk hero cape – stylish rewards for culinary champions! The Tower of Eggs will appear in a rotating schedule across several popular Roblox games:
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Color or Die:
December 10th – 20th, 2024*
1% Win Obby:
December 20th, 2024 – January 7th, 2025*
Ultimate Easy Obby:
January 7th – 21st, 2025*
Chill Obby:
January 21st – February 5th, 2025This exciting activation is an extension of the AEB’s “Meant to be Broken” campaign, encouraging consumers to think outside the box—both in the kitchen and in life. The campaign specifically targets Millennial and Gen Z audiences, known for their avid engagement with gaming platforms. The AEB’s Vice President of Marketing and Communications, Ed Hoffman, expressed enthusiasm about reaching a new generation of egg fans through this innovative and immersive experience, stating, “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.”
Adding to the unique appeal, Olympic breaking athlete Sunny Choi, the first U.S. woman to compete in this global sport, acts as an in-game NPC (non-playable character). As an “eggficionado,” Sunny guides players through the game, offering encouragement and egg-related humor.
The Tower of Eggs is a collaborative effort, born from a partnership between the AEB, Talmont (a gaming planning and strategy consultant), and Super League SLE (a leading creator and publisher of immersive platform content). This strategic collaboration highlights the growing importance of gaming in modern marketing, signifying a crucial shift in how brands connect with consumers.
Players seeking more egg-cellent recipes and meal inspiration can visit MeantToBeBroken.org and follow the campaign on TikTok and Instagram. This innovative approach by the American Egg Board demonstrates a forward-thinking strategy that leverages the popularity of Roblox to engage a significant and influential demographic in a fun, memorable, and effective way. Learn more about the American Egg Board and its mission to promote U.S. egg consumption at IncredibleEgg.org.
