On January 22, Paris Hilton’s media company 11:11 Media announced the debut of an innovative new activation and ad campaign inside of Slivingland, Paris Hilton’s own virtual world in Roblox. The Hilton hotel brand partnered with Slivingland to give fans the chance to earn real-world hotel loyalty points and benefits through a variety of immersive challenges.
Slivingland will offer an immersive Hilton hotel lobby, quests to earn free digital wearables, and, in a first-of-its-kind metaverse-to-real-world activation, the chance for users to get upgraded Hilton Honors status, earn Hilton Honors Points, and other exclusive perks by completing challenges in the experience.
To learn more about Hilton’s first foray into the metaverse, HT spoke with Dan Reynolds, vice president, global head of content, media, and partnerships, Hilton and Lisa Willett, head of travel & hospitality at Roblox.
Why did Hilton choose Roblox for its first metaverse platform?
Reynolds: To interact with new audiences, Roblox has embarked on innovative collaborations with other household names like Paris Hilton, who has made a destination out of Slivingland in Roblox. There’s no better advocate and champion of the Hilton Stay than Paris Hilton, and Slivingland serves as an opportunity for the next step in her partnership with Hilton to reach the dedicated fan community she has built over the years. Hilton strives to meet travelers where they stay, and we’ve seen that more than two million visitors have made Slivingland in Roblox their next travel destination. Brought to life by the creative visionaries at Paris Hilton’s next-gen media company, 11:11 Media, Hilton and Paris are creating new ways for fans to engage through entertaining content, co-branded digital wearables, and more while reminding her passionate community of the real-world magic of a Hilton stay and the opportunities that await through the Hilton Honors program.
How does the hotel hope to create brand affinity and awareness in this metaverse?
Reynolds: We are always looking for meaningful ways to engage our Hilton Honors members and connect with new travelers. This partnership reflects Hilton's deep belief in the transformative power of travel and the light and warmth that only a Hilton stay can offer, brought to life through Slivingland. Fans can win real-world rewards through the Hilton Honors program, offering the opportunity to “Stay like Paris” at any of Hilton’s 22 award-winning brands.
Slivingland offers an immersive Hilton hotel lobby, quests to earn free digital wearables, and, in a first-of-its-kind, metaverse-to-real-world activation, the chance for users to get upgraded Hilton Honors status, earn Hilton Honors Points, and other exclusive perks by completing challenges in the experience. Paris has a highly loyal fan base, and this is the first time we’re engaging with them in the metaverse, so the activation also serves as an innovative way to connect with future Hilton Honors members. For current or future members, Hilton is giving away more than 12 million Hilton Honors Points, and 1,111 winners will win 11,111 Points and an additional 11 winners will receive Diamond Status for a year.
Is the metaverse the next platform for advertising?
Reynolds: The integration, which will last one month, is a case study of Hilton’s innovation in experimental marketing and its first foray into the metaverse. From the start of the “Hilton. For the Stay” platform and “It Matters Where You Stay” campaign, Hilton has always sought to break boundaries and go against the status quo, and this innovative brand experience does just that. In Slivingland, fans can experience Hilton’s “It Matters Where You Stay” national advertising campaign, with a Roblox recreation of a commercial that first launched in late 2023 and, of course, stars Paris herself. As the digital marketing landscape continues to evolve, brands are encouraged to push the envelope to stand out in the sea of sameness, and beyond traditional marketing channels, the metaverse is an exciting new place for brands to explore blending fantasy with reality.
Willett: Roblox is a place where Gen Z audiences are connecting and communicating daily, so naturally brands, increasingly including those from the hospitality industry, want to show up on the platform. We have seen hundreds of brand activations on Roblox in a variety of innovative ways, and last year we launched Immersive Ads to help brands drive more discovery and awareness of their experiences. We’re excited to continue that momentum with new offerings for brands expected later this year, such as video ads, to offer even more ways for brands to connect with the community.
Will Hilton expand to other metaverses if this foray is successful?
Reynolds: As Hilton seeks to be at the forefront of trends, Paris Hilton’s Slivingland was a natural step for Hilton to engage with her fans where they are spending their time paired with another industry-first for Hilton, fully recreating a commercial in a frame-by-frame replication using Roblox. We are always looking to find more places – whether in the real world or the metaverse – to meet consumers where they stay and look forward to seeing where our drive for innovation takes us next.
How will Hilton determine if this was a successful debut in Slivingland?
Reynolds: As an insights-driven company, we are always listening to consumer feedback to provide the best stay experience possible, both in the real world and now in the metaverse. So far, we’ve received widespread positive feedback from fans and Hilton Honors members and look forward to awarding Hilton Honors points for fans to redeem for a Hilton stay. We will also measure engagement with our advertising campaign in Roblox, creating new benchmarks for success following this first-of-its-kind activation.
Any other comments?
Reynolds: With year two of “Hilton. For the Stay” underway, we are prioritizing the expansion of our storytelling to reach new audiences. As we add campaigns to champion the magic of a Hilton stay, we look forward to continuing to redefine the essence of hospitality around the world – and now, in the metaverse – through our unconventional marketing approach. At Hilton, we are committed to creating the right Hilton Stay experience for every traveler, and for many, that Hilton stay can now start in Slivingland.