Hilton steps into the metaverse with a branded integration of Paris Hilton’s virtual world ‘Slivingland’ on Roblox.
The launch of Slivingland marks Hilton’s efforts to bridge the gap between Gen Z, the metaverse, and brands, providing a platform for brand activations.
The experience allows users to earn free digital wearables and real-world Hilton Honours perks such as upgraded Hilton Honors status and Hilton Honors Points through in-game challenges.
Users of X who tweet with the hashtag #HiltonForTheStay will receive an additional entry to giveaways. Aside from loyalty perks, the campaign will give out 50,000 digital wearables.
Hilton CMO Mark Weinstein, said: “We are always looking for meaningful ways to engage our Hilton Honors members and connect with new travelers. There’s no better advocate and champion of the Hilton Stay, than Paris Hilton,”
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Produced by Paris Hilton’s 11:11 Media entertainment company, the activation show how brands are exploring ways to connect the metaverse to real-world rewards.
The marketing strategy marks one of the first loyalty programme activations on Roblox, showing how brands can increase revenue through virtual experiences.
Users can also experience Hilton’s ‘It Matters Where You Stay’ national advertising campaign and “Hilton. For the Stay” global brand platform on the gaming platform.
According to McKinsey’s latest Metaverse Consumer Survey, “A quarter of executives believe more than 15 per cent of companies revenue will come from the metaverse in the next five years, and about 60 percent of consumers already using the metaverse prefer an immersive activity to a physical-world alternative.”
“The metaverse’s appeal spans genders, geographies, and generations; consumers have already shown they are ready to spend on metaverse assets; they are open to adopting new technologies; companies are investing heavily in the required infrastructure; and brands experimenting in the metaverse are finding that customers are delighted.”
