JBL Land
Read the story- Brand
- JBL
- Year
- 2024
- Objective
- Engagement
- Industry
- Tech & Telecom
- Mechanic
- Adventure & Quest
- Platform
- In-Game
- Agency
- Huemen Design
Objective
JBL wanted to reach a younger, digital-first music audience on the platform where that audience already lives, and to do it on the brand's own turf — sound — rather than by buying media. The insight behind the launch was that self-expression on Roblox stops at avatar looks, so JBL set out to give players a way to express themselves through sound instead. Beyond the initial push, JBL wanted a permanent, owned platform that could carry recurring brand moments: artist collaborations, festival tie-ins and virtual versions of its real hardware.
Solution
Players land on a bright island split into zones — a Remix Bar, the JBL Store, Flamingo Waterpark, a forest — and run between them playing mini-games, including flamingo races, to earn Soundbytes (short audio clips ranging from reggaeton beats to a puppy's woof) and JBLZ, the in-world currency. At the Remix Bar, players mix their collected Soundbytes into a personal track and drop it into a Jukebox scattered around the map, where other players stop to listen and react to it. JBLZ and Robux are spent in the shop on avatar headphones and speakers modeled on real JBL products, so the brand's own gear becomes something players wear. Timed events sit on top of this loop: a race in the Snow Party area unlocks a short animated Martin Garrix concert, and a Tomorrowland quest line leads players to a virtual copy of JBL's festival stage, where they can control the show lights themselves.
Results
The campaign drew 41.3M+ social media views and 73.3M Roblox impressions, with 1.9M+ visits to the land and 1.1M in-world engagements recorded by launch partner GoSpooky; a later count put total visitors at over 3 million.
- 1
The player spawns on a bright, sound-themed Roblox island and first customises their avatar before picking a direction from the hub: the Remix Bar, the JBL Store, the Flamingo Waterpark or the forest and mountain areas.
- 2
Exploring the land means playing mini-games scattered across it — including a flamingo race at the waterpark — which reward the player with Soundbytes, short audio snippets ranging from a reggaeton beat to a puppy woof to JBL's own signature jingle.
- 3
At the Remix Bar the player layers collected Soundbytes into a personal track, then posts it to one of the Jukeboxes around the land, where it plays as a mini-stage for other players to hear and celebrate.
- 4
Play also earns JBLZ, the in-world currency, which the player spends alongside real Robux at the JBL Shop on avatar merch such as headphones and portable speakers.
- 5
A limited-time Snow Party season adds a snow zone with its own race; winning it unlocks entry to a recurring animated Martin Garrix concert, during which the player can run a stage-side obstacle course to earn an exclusive JBL x Martin Garrix item.
- 6
A Tomorrowland takeover adds a quest line for hostess Raya, sending the player to retrieve her lost belongings through mini-games; completing it unlocks the House of Fortune stage, where the player watches sets by real Tomorrowland artists, controls the show lights, hunts special Soundbytes, and can join a community effort donating JBLZ toward a panoramic balloon ride, with exclusive speaker and cape rewards for participating.
- 7
In the rebuilt JBL Land 2.0, the loop centres on a companion character, Jibbly: the player performs their mixed track for Jibbly to earn better Soundbytes, levels up the tune, and uses that progress to unlock new areas.
