In August 2023, Paris Hilton - self-proclaimed queen of the Metaverse - debuted her own immersive virtual world in Roblox, called Slivingland. Named after Hilton’s popular “Sliving” catchphrase (which means “living one’s best life“), Slivingland aims to be “one of the most immersive and advanced experiences” on Roblox, where fans can engage with Hilton’s many music projects, podcasts, TV shows, films and brand collabs.
On January 22, Hilton's 11:11 Media, a next-gen media company, announced the debut of an innovative new activation and ad campaign inside Slivingland in partnership with the hotel brand Hilton. This collaboration marks the hospitality company’s first foray into the metaverse and its first branded integration within virtual worlds; giving fans the chance to earn real-world hotel loyalty points and benefits through immersive challenges inside Slivingland.
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.*
“Just like in the physical world, I want my fans in the metaverse to have unforgettable and rewarding experiences,” said Paris Hilton. “I’m so excited to bring them this first-of-its-kind collaboration with Hilton that lets them stay – and slay – like me, both in our virtual world and at amazing hotels and resorts around the world. Getting actual Hilton Honors loyalty points for playing in Roblox?* That's iconic.”
Hilton is giving away more than 12 million Hilton Honors Points as part of this campaign: 111 winners will win 111,111 free Points to put towards a stay and an additional 11 winners will receive Diamond Tier Status for a year, so they can stay like Paris at any of Hilton’s award-winning 22 brands. Additionally, anyone who tweets the official campaign hashtag #HiltonForTheStay will get an extra entry into the giveaway. To top it all off, Hilton Honors and Paris will also be giving away 50,000 digital wearables, including the “Hilton Honors Harajuku Antlers", for free on Roblox. The Harajuku Anters are described as cute, kawaii-style holographic antlers with stars, hearts and flowers.
“At Hilton, we are committed to creating the right Hilton Stay experience for every traveler,” said Mark Weinstein, chief marketing officer, Hilton. “We are always looking for meaningful ways to engage our Hilton Honors members and connect with new travelers. There’s no better advocate and champion of the Hilton Stay, than Paris Hilton. Paris has been an amazing partner – connecting her family’s legacy with her love of travel to inspire the fan community she has built over the years. Today, we are excited to expand our partnership into her world on Roblox – Slivingland. We’ll create new ways to engage with Paris and Hilton through entertaining content, co-branded digital wearables, and more. And together, we will remind her passionate community of the real-world magic of a Hilton stay and the opportunities that await through the Hilton Honors program.”
Stephanie Latham, VP of global partnerships at Roblox, added, “In 2024, we expect to see many top brands on Roblox tie their activations to the physical world in some way – be it via loyalty program tie-ins or twinning fashion items inspired by Roblox collaborations or real-world commerce once it becomes available. The consumer demand across physical and digital is clear, and brands are smart to tap into it on Roblox where over 70 million people connect and communicate daily, nearly half of them Gen Z. Utilizing Slivingland as part of Hilton’s loyalty program is paving the way for other brands to experiment with enhancing consumer engagement and brand loyalty via innovative immersive experiences and communities.”
*Eligible users can be rewarded Hilton Honors points through sign-ups outside of Roblox