Hilton has made its first foray into the world of virtual reality in partnership with Paris Hilton’s 11:11 Media.
The global hotels giant has teamed up with the media company to launch a loyalty campaign in Paris Hilton’s Slivingland metaverse on online gaming platform, Roblox.
Users will have the opportunity to earn Hilton Honors rewards by engaging in immersive challenges within Slivingland, including at a virtual Hilton hotel.
Hilton is giving away over 12 million Hilton Honors Points as part of the campaign.
“While many brands are venturing into gaming to boost awareness and engagement, we just rewrote the rules,” Paris Hilton said in a LinkedIn post.
“I see Roblox as an untapped powerhouse for loyalty.”
The partnership also sees the launch of Hilton’s first metaverse ad – a frame-by-frame replication of a Hilton’s commercial that first launched in late 2023, reshot using Roblox avatars.
It is the first-ever commercial to be fully recreated virtually by a brand on the Roblox platform, the company said.
Users that watch the ad in the lobby of the hotel in Slivingland and complete a scavenger hunt can claim rewards and enter a giveaway.
“Only users who play in Slivingland and unlocked the quest badge can take part, creating a direct link between play and perks,” Hilton said.
“There’s no better advocate and champion of the Hilton Stay than Paris Hilton,” said Hilton Chief Marketing Officer, Mark Weinstein.
“Today, we are excited to expand our partnership into her world on Roblox – Slivingland.”