[Global Project—Gaming & Social Media]
JBL Land
A world where sound rules. Collect soundbites, mix tracks, and express yourself without limits — all while racing on high-speed flamingos.
Roblox is no longer a gaming platform but a place for Gen Zers to really express themselves.
56% of them now say their avatar style is more important than real-world style. JBL wanted to challenge this one dimensional notion of self-expression on Roblox and take it to a new realm. A place where you could ditch the virtual looks and express yourself through sound! Welcome to JBL Land.
We wanted JBL Land to be a space where players could freely express themselves in a way that had never been possible in Roblox.
By exploring different environments and engaging in mini games across the land, players could collect 'Soundbytes' and use them to make their unique sounds - whatever they may be! Every sound could then be played on the land's Jukeboxes for everyone to hear, making the entire soundtrack of JBL Land for the players and by the players.
We didn't see JBL Land as an activation but an actual platform that's constantly evolving. In the land we also have been hosting a variety of events like Snow Party, Music Academy, and Tomorrowland. And partnering with big names from the music industry like Martin Garrix, Madison beer, and Flau'jae. This approach ensures a long-term view that keeps the players' needs in mind, while continuously surprising them every time they enter.
Tomorrowland
Tomorrowland
JBL Fest
JBL Fest
Snow Party
Snow Party
To launch the land
We created the first full-length branded movie shot entirely on Roblox. This 21-minute cinematic feature is divided into three captivating episodes, capturing Robuild's inspiring and relatable quest for self-expression.
The 21-minute movie was released on TikTok, Instagram, and YouTube, sparking conversations among millions of viewers.
“Top 5 metaverse moments you need to know about right now.”
AdAge—link to article
“JBL launches sonic playground ‘JBL Land’ in Roblox to redefine self-expression.”
The Drum—link to article
“JBL Revolutionizes Roblox Entertainment with Popular Creator, Robuilds, for First-Ever Roblox Brand Movie.”
BrandStorytelling—link to article
