JBL
Build your own clip
Community Campaign
Your Clip. Your Way. by JBL
JBL LAND 2.0 launched as an always-on experience, inviting players to explore the world, unlock customization tools, and design their own JBL Clip, with selected player creations becoming official JBL UGC items for everyone to own.
WALK WITH US
Our Approach
Branded worlds on Roblox are easy to enter but hard to sustain. Players visit once, look around, and move on, leaving brands with impressions but no lasting behaviour. For the launch of JBL LAND 2.0, the challenge wasn’t visibility. It was creating a reason for players to return, stay longer, and actively participate inside JBL LAND.
Turn JBL LAND 2.0 into a community-driven space: instead of treating the world as a backdrop, we designed JBL LAND 2.0 as a space built for exploration, with customisation at its core. JBL’s iconic Clip became a blank canvas, giving players the freedom to personalise, share, and ultimately own their creations. The idea was simple. If players could create something meaningful and personal, they would come back for it.
LET'S GO IN-DEPTH
Our Process
JBL LAND 2.0 launched as an always-on experience, Your Clip. Your Way. by JBL, designed around behaviour, not visits.
Players were invited to explore JBL LAND to find and unlock customisation tools, including colours and components. Creation was not decorative. It was the core mechanic of the experience. The longer players stayed and explored, the richer their customisation possibilities became.
Players designed their own JBL Clips based on their individual discovery journeys. To push the experience further into a community-driven model, these creations did not disappear at the end of a session. Selected designs were shortlisted on Discord and voted on by the community to become official JBL UGC drops, available for everyone on Roblox.
By connecting exploration, creation, and ownership, JBL LAND became more than a branded environment. It became a place where the community was the engine, and exploration and customisation became both a reason to return and a reward, in the form of official JBL UGC drops.
HOW DID IT GO?
The Results
Your Clip. Your Way. transformed participation into measurable behaviour.
Players didn’t just visit JBL LAND 2.0. They created. In total, more than 420,000 unique JBL Clip designs were made by the community, turning the experience into a continuous stream of player-led creativity.
This creative momentum drove scale. JBL LAND 2.0 received over 1.4 million total visits, with players returning repeatedly to explore, unlock new tools, and refine their designs.
Retention reflected this shift from visits to behaviour. The experience achieved a 6.21 percent retention rate, showing that ownership and progression encouraged players to come back rather than drop off after a single session.
Time spent inside the world reinforced the depth of engagement. Players recorded an average playtime of 8 minutes, as exploration and customisation rewarded longer stays.
Rather than measuring success through reach alone, JBL LAND 2.0 proved that giving players creative ownership can turn a branded world into a place people actively return to.
