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Hilton Honors Enters Metaverse with Roblox

Joe Cortez January 22, 2024

Once thought to be a kids game, Hilton Honors is creating a presence in Roblox – and offering 111,111 Hilton Honors points to those who complete a virtual quest.

Calling all Roblox players and Hilton Honors members: Get your gaming PC ready to snag a chance at 111,111 points.

The hotelier is launching a new virtual experience inside the widely popular game and is offering real life prizes for those who make the time to visit.

Roblox Launch in Partnership with Paris Hilton’s Digital Company

The virtual Hilton Hotel is part of a partnership with Paris Hilton’s 11:11 Media. In her Roblox world – titled “Slivingland” – gamers will be able to visit the world’s first Hilton-branded property in the metaverse.

What’s better than Hilton Rewards for playing in #Slivingland, my Roblox World?! 🎮👾 If you complete the new Hilton scavenger hunt here: https://t.co/9rM4a3iBns you have the chance to win 111,111 Hilton Honors points, Diamond Tier Status💎 and iconic Paris Hilton Limited UGC! 💖… pic.twitter.com/vkPOV6rVyq

— ParisHilton (@ParisHilton) January 22, 2024

At the Roblox Hilton, visitors will be able to explore a digitally-rendered Hilton hotel lobby with several interactive quests. Activities include challenges to earn digital wearables along with the opportunity to earn Hilton Honors points and upgraded status.

Those who complete the virtual scavenger hunt will be entered to win one of over 100 prizes that translate to the real world: 111 winners will each win 111,111 Hilton Honors points towards a future hotel stay at any of Hilton’s 22 brands. Eleven more winners will get upgraded to Hilton Honors Diamond status, the highest loyalty tier in the program. Diamond status comes with free space-available room upgrades, executive lounge access, a daily food-and-beverage credit, and a 48-hour room guarantee.

“We are excited to expand our partnership into [Paris Hilton’s] world on Roblox – Slivingland,” Mark Weinstein, chief marketing officer at Hilton, said in a press release. “We’ll create new ways to engage with Paris and Hilton through entertaining content, co-branded digital wearables, and more. And together, we will remind her passionate community of the real-world magic of a Hilton stay and the opportunities that await through the Hilton Honors program.”

The digital expansion is part of the larger “It Matters Where You Stay” advertising campaign and the “Hilton. For the Stay.” global brand platform. It includes a digital commercial running in Slivingland shot to mirror Hilton’s latest television ad frame-for-frame inside Roblox.