- Hilton Hotels Rewards & Recruits on Roblox: Running until the end of February, American hospitality giant Hilton’s first metaverse activation is seeking to drive loyalty among existing Hilton Honors members and woo younger travellers for whom a Hilton stay might not be an obvious choice. Rather than creating a standalone Hilton metaverse, it has opened a pop-up space within Slivingland, the Roblox experience launched in August 2023 by Paris Hilton.
Visitors enter a Hilton lobby (created by the heiress’s next-gen media company 11:11) where a scavenger hunt involves finding suitcases, sunglasses and slippers. For Hilton Honors members, prizes of more than 12 million Honors Points are up for grabs (worth about $60,000). One hundred and eleven winners will receive 111,111 points each (worth approximately $555.56), unlocking real-world perks, including free hotel stays and Amazon shopping. A further 11 winners will also receive Diamond Tier status for 12 months, making them eligible for benefits like room upgrades, food and beverage credits and executive lounge access. Non-members compete for limited-edition Hilton and Slivingland co-branded digital wearables for Roblox avatars, such as Hilton Honors Harajuku Antlers (holographic antlers with stars, hearts and flowers).
The launch campaign starring Roblox avatars featured a 30-second frame-by-frame recreation of a 2023 real-life Paris Hilton hotel commercial. The heiress promoted it to her 26.3 million Instagram followers with a video splicing the two versions together.
See more hotel metaverse activations in Reality-Hopping in The Metaverse 360°.