Khakis in the Metaverse: State Farm® Neighborhood in iHeartLand on Roblox

State Farm has launched in iHeartLand on Roblox. In collaboration with iHeartMedia, State Farm has created State Farm Neighborhood, a branded space where users can interact with Jake from State Farm, and State Farm Park, a unique concert venue where some of today’s biggest artists will perform inside iHeartLand on Roblox. The brand’s metaverse launch is another step forward as State Farm continues to look for innovative ways to reach different audiences in new places.

In iHeartLand on Roblox, users will become music tycoons by collecting sound energy to power their own customized music studio as well as unlock upgrades, fan experiences and rewards. Here, Jake from State Farm is making his metaverse debut in State Farm Neighborhood. Located next to State Farm Park and accessible through a pedestrian bridge, State Farm Neighborhood resembles the look and feel of a street festival with interactive features such as a Ferris wheel, food trucks and access to a special sky-top viewing platform with unobstructed aerial views of the State Farm Park main stage. Users may also notice the sound of the iconic State Farm jingle as they explore State Farm Neighborhood.

Jake will amplify the iHeartLand experience with Jake’s daily quest board, located at State Farm Neighborhood. Users can complete Jake’s daily quests and play mini games to win iHeartBucks which can be used to purchase unique verch (virtual merchandise) and gear for their avatar, including an outfit resembling Jake’s iconic khakis and red polo.

“We are excited to bring Jake to the metaverse – we have integrated him in virtual worlds as an avatar before with other initiatives and younger generations have interacted positively with him, so we knew this was a natural next step,” said Alyson Griffin, State Farm VP, Marketing. “Our transition to Roblox is aligned with our strategy to generate future demand by showing up in new places. We saw this collaboration with iHeartMedia as a great opportunity to reach younger generations through music and experiential opportunities and continue showing up as your good neighbor in the metaverse.”

Additionally, iHeartLand’s State Farm Park will host a video performance from multi-platinum singer, songwriter, producer and multi-instrumentalist Lauv on September 16 at 7 p.m. ET. Lauv will perform songs from his new album “All 4 Nothing” and fans can walk the red carpet and take selfies with his NPC (non-player character). The kickoff concert will be followed by an album release party with Charlie Puth on October 7, where new music will be performed for the first time in celebration of his upcoming album CHARLIE. State Farm Park, the epicenter of iHeartLand, will host a total of 20 can’t-miss events in the next year. In addition to Lauv and Charlie Puth, “The Trap Nerds” will also join the lineup for a special podcast event later this year. 

For more information about iHeartLand on Roblox see the full press release here.