JBL Land Immersive Roblox Experience

Objective

JBL aimed to engage a younger, digital-first audience through immersive virtual experiences on Roblox. The brand sought to provide community tools for audio-driven self-expression and expand brand partnerships and activations on emerging metaverse platforms.

Solution

JBL created JBL Land, a branded virtual world on Roblox where players engage with sound-centric gameplay. Core mechanics include earning and discovering short audio clips (Soundbytes) that players mix to create custom tracks, contributing their compositions to in-world Jukeboxes for community discovery. An in-world JBL Shop allows players to purchase virtual merchandise using in-game currency. The experience launched with three debut games and planned seasonal activations including Snow Party, Music Academy quests, and virtual product launches. Huemen Design (Harman's in-house creative agency) handled graphics and effects; GoSpooky led concepting, game development, and social activation.

Results

Not published.