Gamers Scramble Their Way Through The American Egg Board's "Tower of Eggs" Pop-up in Roblox
Rhea-AI Summary
The American Egg Board (AEB) has launched its first gaming activation on Roblox platform: the 'Tower of Eggs' pop-up featuring twelve egg recipes. Running through February 5, 2025, players navigate a four-level obstacle course representing real egg recipes, collecting power-ups and earning egg-themed avatar accessories. The activation will appear across six different Roblox games, including Pull A Friend, Duck Army, and Color or Die. This initiative, part of the 'Meant to be Broken' campaign, features Sunny Choi as an NPC and marks the first Roblox activation by a national commodity checkoff organization. The project was developed in partnership with Talmont and Super League (Nasdaq: SLE).
Positive
- First-mover advantage in gaming space for commodity organizations
- Strategic partnership with Super League (SLE) for content distribution
- Targeting key demographic segments (Millennials and Gen Z)
Negative
- None.
News Market Reaction
On the day this news was published, SLE declined 4.59%, reflecting a moderate negative market reaction.
Data tracked by StockTitan Argus on the day of publication.
First-ever gaming activation from America's egg farmers engages gamers through obstacle course gameplay, egg power-ups and in-game 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
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
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SOURCE American Egg Board
FAQ
When does the Tower of Eggs Roblox activation end?
Which Roblox games feature the Tower of Eggs activation?
What rewards do players earn in the Tower of Eggs Roblox game?
Who partnered with American Egg Board for the Roblox activation?
