In an innovative move, Hilton is embracing the metaverse by launching a branded presence within Paris Hilton’s Slivingland on Roblox. This initiative marks Hilton’s inaugural venture into the metaverse, showcasing a strategic collaboration with Paris Hilton’s 11:11 Media. The campaign aims to bridge the virtual experience with tangible rewards, offering Hilton Honors perks through engaging in-game challenges.

This collaboration leverages the immersive capabilities of Roblox to offer users unique digital wearables alongside real-world benefits, including upgraded Hilton Honors status and points. Highlighting the campaign, Hilton has ingeniously adapted a recent advertisement, featuring it in the Roblox universe with avatars. This approach not only enriches the user experience but also connects the virtual and physical realms of consumer engagement.

According to Mark Weinstein, Hilton’s Chief Marketing Officer, the partnership with Paris Hilton underscores the brand’s commitment to innovatively engage with Hilton Honors members and attract new travellers. “There’s no better advocate and champion of the Hilton Stay than Paris Hilton,” Weinstein asserts, emphasising the strategic alignment with a figure synonymous with the Hilton brand.

The campaign is distinguished by its focus on metaverse-to-real-world rewards, promising to distribute over 12 million Hilton Honors Points. A total of 111 participants will be awarded 111,111 points each, with an additional 11 winners gaining Diamond Tier Status for a year. This initiative not only enhances Hilton’s loyalty program but also pioneers loyalty activations within the Roblox platform, offering substantial value to participants.

Moreover, the promotion extends to X (formerly Twitter), where users can gain an extra entry into the giveaway by using the hashtag #HiltonForTheStay. The initiative also plans to distribute 50,000 digital wearables, such as “Hilton Honors Harajuku Antlers,” free of charge, further enriching the participant experience.

Central to this campaign is the adaptation of Hilton’s “It Matters Where You Stay” advertising campaign and the “Hilton. For the Stay” global brand platform within Roblox. This adaptation involves a frame-by-frame recreation of a commercial featuring Paris Hilton, showcasing an innovative use of Roblox’s immersive video ads. This marks a pioneering effort in leveraging Roblox for brand promotion, demonstrating Hilton’s forward-thinking approach.

Slivingland has proven to be a popular destination within Roblox, attracting over 1 million visitors in its first 30 days, with the majority of traffic being organic. The engagement level is high, with users spending an average of 25 minutes per session, reflecting the compelling nature of the experience.

The “For the Stay” campaign, launched in 2022, represents Hilton’s ambition to establish a memorable tagline akin to Nike’s “Just Do It,” as Weinstein shared with Marketing Dive’s sister publication, Hotel Dive. This initiative, alongside Paris Hilton’s involvement in marketing campaigns for other brands, underscores the enduring appeal of Y2K nostalgia and Hilton’s innovative approach to engagement and loyalty.