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Paris Hilton’s 11:11 Media company has teamed up with Hilton to launch a loyalty campaign in Paris Hilton’s Slivingland metaverse on Roblox.
Los Angeles-based 11:11 Media said it will break new ground in the metaverse with a loyalty campaign and commercial integration within Roblox’s Slivingland. In collaboration with Hilton, this marks the hotel giant’s first foray into the virtual realm, allowing fans to earn tangible Hilton Honors rewards by engaging in immersive challenges within the vibrant Slivingland, which has had more than two million visitors on Roblox.
The campaign launched today introduces Hilton’s national advertising campaign, “It Matters Where You Stay,” and the global brand platform, “Hilton. For the Stay,” into the virtual world. To achieve this, a frame-by-frame replication of Hilton’s commercial, starring Paris Hilton herself and originally launched in late 2023, was meticulously reshot using Roblox avatars. This makes it the first-ever commercial to be fully recreated virtually by a brand on the Roblox platform, the company said.
Fans visiting Slivingland can experience an immersive Hilton hotel lobby, embark on quests to earn free digital wearables, and, in a groundbreaking metaverse-to-real-world activation, elevate their Hilton Honors status, accumulate Hilton Honors Points, and unlock exclusive perks by completing in-game challenges. The unique integration offers users the chance to interact with Hilton’s brand in a virtual space while enjoying real-world benefits.
Paris Hilton said in a statement, “Getting actual Hilton Honors loyalty points for playing in Roblox? That’s iconic. I want my fans in the metaverse to have unforgettable and rewarding experiences.”
Slivingland visitors are also treated to an exclusive virtual Hilton quest, providing an opportunity to redeem Hilton Honors Points for complimentary hotel stays worldwide. A scavenger hunt for Hilton-branded items, exploration with friends, and Hilton Honors sign-ups enable users to win Points, status upgrades, and claim free Limited Slivingland digital wearables.
Hilton is giving away over 12 million Hilton Honors Points as part of this campaign. A total of 111 winners will receive 111,111 free Points, and an additional 11 winners will enjoy Diamond Tier Status for a year, allowing them to experience Hilton’s 22 award-winning brands. Hilton Honors and Paris Hilton are also distributing 50,000 digital wearables, including the “Hilton Honors Harajuku Antlers,” described as cute, kawaii-style holographic antlers adorned with stars, hearts, and flowers.
Mark Weinstein, chief marketing officer at Hilton, said in a statement, “There’s no better advocate and champion of the Hilton Stay than Paris Hilton. Today, we are excited to expand our partnership into her world on Roblox – Slivingland.”
Developed by 11:11 Media, Hilton’s Slivingland serves as an entertainment hub, offering a persistent experience for millions of Paris Hilton fans. It provides a platform for engaging with a rich collection of entertainment content, including music, podcasts, TV shows, films, and brands that Paris is collaborating with, bridging the gap between Gen Z, the metaverse, and brands.
Stephanie Latham, vice president of global partnerships at Roblox, said in a statement, “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.”
11:11 Media was founded in 2021 by Paris Hilton and entertainment industry veteran Bruce Gersh. The company spans various businesses, including film, TV, audio, music, books, consumer products, digital, and web3, with a focus on lifestyle, fashion, beauty, wellness, art, and travel.
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