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.

“iHeartLand is designed to break down the walls between artists, creators, brands and fans in new ways that are only possible in the Metaverse,” said Conal Byrne, CEO of the iHeartMedia Digital Audio Group. “As the leading brand for music discovery and popular culture, and the No. 1 podcast network globally, we’re excited to build an entirely new world for our biggest creators and the biggest names in music to quite literally play with their fans. The interactive experiences players will get in iHeartLand and in this new first of its kind venue are going to be incredibly dynamic and creative. We couldn’t be more pleased to collaborate with State Farm given their history of innovation in marketing and desire to continue creating memorable experiences for consumers – and given our companies’ shared fundamental focus on community and neighbors, there was truly no other brand we’d choose to embark on this project with.”

State Farm shares in the excitement, says Rand Harbert, State Farm Chief Agency, Sales & Marketing Officer, “As the quintessential good neighbor, it only makes sense for State Farm to join the virtual neighborhood that is the metaverse. We‘re excited to work with iHeartMedia to meet consumers where they are in a way only our two brands can. Together, we aim to create a space where fans can come together to compete and collaborate to unlock once-in-a-lifetime experiences in a virtually limitless world of entertainment in iHeartLand.”

iHeartLand will be the premier destination in the metaverse for fans to interact with artists and creators while learning how to build their own music empire through competition, collaboration and connection with the biggest names in music, podcasting and entertainment. To celebrate its launch, the new arena will kick off a steady drumbeat of events where fans can expect performances, new music drops, interactive podcasts, exclusive collectible merch and special access to VIP experiences curated exclusively for metaverse players. Additional details about iHeartLand and the performance and event lineup will be announced closer to launch.

About iHeartMedia

iHeartMedia, Inc. [Nasdaq: IHRT] is the leading audio media company in America, reaching over 90% of Americans every month, and has a portfolio of unmatched consumer brands and industry-leading events. iHeart’s broadcast radio assets alone have more consumer reach in the U.S. than any other media outlet; twice the reach of the next largest broadcast radio company; and over four times the ad-enabled reach of the largest digital only audio service. iHeart is the largest podcast publisher according to Podtrac, with more downloads than the next four podcast publishers combined; has the number one social footprint among audio players, with seven times more followers than the next audio media brand; and is the only fully integrated audio ad tech solution across broadcast, streaming and podcasts.  The company continues to leverage its strong audience connection and unparalleled consumer reach to build new platforms, products and services. Visit iHeartMedia.com for more company information.