JBL adds to Roblox activation — What's Next is Everything

The premium audio brand launched JBL Land in Roblox back in February, and has now released a three-part film shot using the platform…

GoSpooky launched The JBL Land Movie, what the agency calls the first major brand film on the popular Roblox gaming platform (70 million daily users, 42% under the age of 13, per Demand Usage). Part 1 of the three-part, 23-minute film debuted March 19 (you can check it out here).
The agency selected an up-and-coming influencer named Robuilds to help shape and star in the animated feature.
Early numbers show that in just two days the film had 320,000 views on TikTok, 47,000 on Instagram and 7,200 on YouTube.
Filmed entirely within the world of JBL Land the movie explores themes of self-expression and creativity through sound. Robuilds scripted and directed the effort and is the lead character in the film. She’s touring JBL Land to find her unique sound identity while overcoming many dynamic challenges along the way.
“While young filmmakers are amassing millions of followers with self-made movies on Roblox, marketers have yet to follow suit,” up until now says Daniel Lee, CMO at JBL. Robuilds, she added “ is a prominent voice on Roblox and she breathes our brand ethos of self-expression as she,” journeys to find her own “sound identity.”