Dive Temporary:
- Hilton is making its first foray into the metaverse with a branded integration inside Paris Hilton’s Slivingland world on Roblox, in line with particulars shared with Advertising Dive.
- An immersive Hilton lodge foyer in Roblox permits customers to earn free digital wearables and real-world perks like upgraded Hilton Honors standing and Hilton Honors Factors by way of in-game challenges. To spice up the hassle, Hilton recreated a current business utilizing Roblox avatars.
- Developed with Paris Hilton’s 11:11 Media leisure firm, the activation demonstrates manufacturers are nonetheless exploring methods to attach the metaverse to real-world rewards even because the expertise has misplaced a few of its early enchantment.
Dive Perception:
Hilton is making a significant foray into the metaverse with assist from one in all its best-known ambassadors, heiress and media govt Paris Hilton. The hassle indicators that there’s nonetheless room for progress within the metaverse regardless of the hype across the area dropping floor to rising tech like generative synthetic intelligence in the previous couple of years.
“We’re at all times searching for significant methods to interact our Hilton Honors members and join with new vacationers. There’s no higher advocate and champion of the Hilton Keep, than Paris Hilton,” mentioned Hilton CMO Mark Weinstein in an announcement.
Central to the activation is a metaverse-to-real-world factor that enables customers to finish immersive challenges to earn Hilton Honors perks. The hospitality firm will give away greater than 12 million Hilton Honors Factors as a part of the marketing campaign: 111 winners will obtain 111,111 factors, whereas 11 extra winners will obtain Diamond Tier Standing for a 12 months.
The technique marks one of many first loyalty program activations on Roblox, exhibiting a means manufacturers can translate digital experiences into tangible worth. Customers of X, previously Twitter, who submit the hashtag #HiltonForTheStay will obtain a further entry into the giveaway. Except for loyalty perks, the marketing campaign will dole out 50,000 digital wearables, together with “Hilton Honors Harajuku Antlers,” free of charge.
The marketing campaign brings Hilton’s “It Issues The place You Keep” nationwide promoting marketing campaign and “Hilton. For the Keep” international model platform to Roblox by recreating a business starring Paris that was launched in October frame-by-frame utilizing the platform’s avatars — a primary for a model and one of many first commercials to launch as a part of Roblox’s immersive video adverts rollout.
Paris’ Roblox world, Slivingland, acquired over 1 million guests within the first 30 days of launch, with 97% of site visitors natural. Customers are spending a median of 25 minutes per session, per figures shared by 11:11 Media.
Launched in 2022, “For the Keep” intends to function the hospitality marketer’s reply to iconic taglines like Nike’s “Simply Do It,” Weinstein beforehand advised Advertising Dive’s sister publication Lodge Dive. Together with showing in adverts for Hilton, Paris has just lately been enlisted for advertising efforts for manufacturers together with Taco Bell and Klarna that wish to faucet into Y2K nostalgia.
