Hospitality giant Hilton has teamed up with Paris Hilton’s 11:11 Media brand to venture into the metaverse through a loyalty campaign.
As part of the collaboration, Hilton has become part of Paris Hilton’s Slivingland metaverse space on Roblox. The metaverse now includes a virtual lobby for the Hilton Hotel, where a video highlights the company’s advertising with the message, “It Matters Where You Stay,” and its familiar tagline, “Hilton. For the Stay.”
The collaborative campaign enables users to engage in challenges, such as a scavenger hunt, to earn Hilton Honors Points. These points can later be redeemed for real-life perks. Rewards include the Diamond Tier Status for a year, the highest elite status level at Hilton, offering benefits like room upgrades up to the suite level.
The campaign — which is set to run until February 22, 2024 — also includes the giveaway of over 12 million Hilton Honors Points and the distribution of 50,000 Hilton-themed digital wearables in collaboration with Paris Hilton.
Slivingland is one of Paris Hilton’s recent metaverse initiatives, introduced in August 2023. Inspired by her popular catchphrase “Sliving” (a blend of “slay” and “live”), it represents the “pursuit of an ideal life.”
Paris Hilton has gained recognition as the “Queen of the Metaverse” due to various experiences she introduced, such as “Parisland” on The Sandbox in February 2023 and the Halloween-themed event “Cryptoween” on Roblox in October 2022.
Paris Hilton’s Web3 presence extends to non-fungible tokens (NFTs) as well. In February 2022, she launched her first NFT collection, “Paris: Past Lives, New Beginnings,” in collaboration with Superplastic. Notably, the auction for the “Truth Is Freedom” NFT from this collection concluded with a winning bid of 68.88 ETH, equivalent to $188,892.
