JBL Roblox

Objective

JBL, a leading audio technology brand, aimed to engage younger digital-native audiences through an immersive branded world on Roblox. The campaign sought to position sound and music as tools for self-expression, aligning with JBL's brand values while tapping into a community platform where Gen Z actively spends time. The primary objective was to create a persistent, evolving digital destination rather than a one-off activation.

Solution

JBL Land, a fully realized Roblox world created in partnership with GoSpooky, launched on February 21, 2024. The core mechanic centered on user-generated sound: players could remix and combine audio snippets—ranging from reggaeton beats to ambient sounds—into personalized tracks. Created sounds were added to in-world Jukeboxes, allowing the community to collectively shape JBL Land's soundtrack. The world featured multiple zones including Remix Bar, Flamingo Waterpark, Forest, and Martin Garrix Music Academy, with mini-games and interactive experiences throughout. The campaign included a branded short film (The JBL Land Movie, released March 2024) shot entirely within the Roblox world and featured collaborations with popular Roblox creator Robuilds. Planned seasonal activations, such as JBL Snow Party and JBL Music Academy quests, extended engagement year-round.

Results

41.3M+ social media views, 73.3M impressions on Roblox, 1.9M+ visits to the platform, and 1.1M user interactions.