Game On! Win Real Hilton Stays & VIP Bling – Join the Party with Paris in Roblox
A metaverse-minded push into Roblox recreates one of Hilton’s recent commercials using the gaming platform’s avatars. Courtesy of 11:11 Media
Users can earn real-world Hilton Honors perks in the metaverse as part of a campaign that recreated an ad using the platform’s avatars.
Hilton is making a major foray into the metaverse with help from one of its best-known ambassadors, heiress and media executive Paris Hilton. The effort signals that there is still room for growth in the metaverse despite the hype around the space losing ground to emerging tech like generative artificial intelligence in the last few years.
“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,” said Hilton CMO Mark Weinstein in a statement.
Central to the activation is a metaverse-to-real-world element that allows users to complete immersive challenges to earn Hilton Honors perks. The hospitality company will give away more than 12 million Hilton Honors Points as part of the campaign: 111 winners will receive 111,111 points, while 11 additional winners will receive Diamond Tier Status for a year.
The strategy marks one of the first 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 additional 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 advertising campaign and “Hilton. For the Stay” global brand platform to Roblox by recreating a commercial starring Paris that was released in October frame-by-frame using the platform’s avatars — a first for a brand and one of the first commercials to launch as part of Roblox’s immersive video ads rollout.
Paris’ Roblox world, Slivingland, received over 1 million visitors in the first 30 days of launch, with 97% of traffic organic. Users are spending an average of 25 minutes per session, per figures shared by 11:11 Media.
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