- Hilton is making its first foray into the metaverse with a branded integration inside Paris Hilton’s Slivingland world on Roblox, according to details shared with Marketing Dive.
- An immersive Hilton hotel lobby in Roblox allows users to earn free digital wearables and real-world perks like upgraded Hilton Honors status and Hilton Honors Points through in-game challenges. To boost the hassle, Hilton recreated a recent industrial using Roblox avatars.
- Developed with Paris Hilton’s 11:11 Media entertainment company, the activation demonstrates brands are still exploring ways to connect the metaverse to real-world rewards at the same time as the technology has lost a few of its early appeal.
Hilton is making a serious foray into the metaverse with help from one in all its best-known ambassadors, heiress and media executive Paris Hilton. The effort signals that there remains to be room for growth in the metaverse despite the hype across the space losing ground to emerging tech like generative artificial intelligence in the previous few years.
“We are all the time looking for meaningful ways to engage our Hilton Honors members and connect with recent travelers. There’s no higher advocate and champion of the Hilton Stay, than Paris Hilton,” said Hilton CMO Mark Weinstein in a press release.
Central to the activation is a metaverse-to-real-world element that enables users to complete immersive challenges to earn Hilton Honors perks. The hospitality company will give away greater than 12 million Hilton Honors Points as a part of the campaign: 111 winners will receive 111,111 points, while 11 additional winners will receive Diamond Tier Status for a yr.
The strategy marks one in all the primary loyalty program activations on Roblox, showing a way brands can translate virtual experiences into tangible value. Users of X, formerly Twitter, who post the hashtag #HiltonForTheStay will receive an extra entry into the giveaway. Aside from loyalty perks, the campaign will dole out 50,000 digital wearables, including “Hilton Honors Harajuku Antlers,” for free.
The campaign brings Hilton’s “It Matters Where You Stay” national promoting campaign and “Hilton. For the Stay” global brand platform to Roblox by recreating a industrial starring Paris that was released in October frame-by-frame using the platform’s avatars — a primary for a brand and one in all the primary commercials to launch as a part of Roblox’s immersive video ads rollout.
Paris’ Roblox world, Slivingland, received over 1 million visitors in the primary 30 days of launch, with 97% of traffic organic. Users are spending a median of 25 minutes per session, per figures shared by 11:11 Media.
Launched in 2022, “For the Stay” intends to serve because the hospitality marketer’s answer to iconic taglines like Nike’s “Just Do It,” Weinstein previously told Marketing Dive’s sister publication Hotel Dive. Along with appearing in ads for Hilton, Paris has recently been enlisted for marketing efforts for brands including Taco Bell and Klarna which are looking to tap into Y2K nostalgia.
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