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In January 2024, Paris Hilton’s 11:11 Media partnered with Hilton to bring a branded hotel lobby, interactive advertising, scavenger-hunt gameplay, digital wearables and limited Hilton Honors prizes to Slivingland, Paris Hilton’s Roblox experience. It was a time-limited promotional campaign—not a permanent Hilton Honors feature or a new Hilton hotel product.
What launched in Slivingland?
Hilton announced the partnership on January 22, 2024, with GamesBeat reporting on it the following day. The activation placed Hilton inside Slivingland, a persistent Roblox entertainment world created by 11:11 Media around Paris Hilton’s fashion, music, podcasts and brand partnerships.
Players could explore a Hilton-branded virtual lobby, watch a Roblox recreation of Hilton’s It Matters Where You Stay commercial, complete a Hilton-themed scavenger hunt and find branded objects including luggage and robes. The campaign also promoted Hilton Honors through the hashtag #HiltonForTheStay.
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One free scan finds every outdated or missing driver and matches the right update for your exact hardware.Free scan · exact hardware matchHilton described the activation as its first metaverse and branded virtual-world integration. It also called the commercial recreation the first brand commercial fully recreated virtually on Roblox. Those are claims attributed to Hilton and the campaign materials, rather than independently audited industry-wide records.
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- Redemption: Online only. Robux cards can only be redeemed in a browser at Roblox.com/redeem. They cannot be redeemed in the Roblox mobile app or any video game console.
- Roblox is an immersive platform for connection and communication. Every day, millions of people come to Roblox to create, play, work, learn, and connect with each other in experiences built by our global community of creators.
- Get more with every Roblox Gift Card! From now on, when you redeem a Roblox gift card, you get up to 25% more Robux. Perfect for gaming, creating, and exploring- more Robux means more possibilities!
- Deck out your avatar and unlock additional perks in your favorite experiences when you use Roblox Gift Cards to purchase Robux (Roblox's virtual currency).
- Each gift card grants a free virtual item upon redemption.
Sources: Hilton’s announcement, GamesBeat and Marketing Dive.
How the promotion worked
- Enter Slivingland on Roblox.
- Visit the Hilton lobby.
- Watch the virtual version of the Hilton commercial.
- Complete the Hilton scavenger hunt.
- Find campaign-branded virtual items.
- Claim a limited digital wearable if one remained available.
- Enter the Hilton Honors giveaway under the original promotion’s rules.
The important distinction is that gameplay did not create an ongoing way to earn Hilton Honors Points. Players played to qualify for a chance at limited promotional prizes; points and Diamond status were not guaranteed for every participant.
Rank #2
![Roblox Digital Gift Card - 1,000 Robux [Includes Exclusive Virtual Item] [Digital Code]](https://m.media-amazon.com/images/I/419axeltOqL._SL160_.jpg)
- The easiest way to add Robux (Roblox’s digital currency) to your account. Use Robux to deck out your avatar and unlock additional perks in your favorite Roblox experiences.
- This is a digital gift card that can only be redeemed for Robux at Roblox.com/redeem. It cannot be redeemed in the Roblox mobile app or any video game console. Please allow up to 5 minutes for your balance to be updated after redeeming.
- Roblox Gift Cards can be redeemed worldwide, perfect for gifting to Roblox fans anywhere in the world.
- From now on, when you redeem a Roblox Gift Card, you get up to 25% more Robux. Perfect for gaming, creating, and exploring- more Robux means more possibilities!
- Every Roblox Gift Card grants a free virtual item upon redemption.
What could players win?
| Prize | Quantity |
|---|---|
| Hilton Honors Points | 111 winners received 111,111 points each |
| Hilton Honors Diamond status | 11 winners received one year of status |
| Digital wearables | 50,000 limited items, including Hilton Honors Harajuku Antlers |
The points prizes totaled 12,333,321 points: 111 multiplied by 111,111. Hilton publicly described the distribution as more than 12 million points, which is consistent with that calculation. Diamond status was a separate prize for only 11 winners and lasted one year; it was not a permanent upgrade.
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Rank #3
![Roblox Digital Gift Card - 2,500 Robux [Includes Exclusive Virtual Item] [Digital Code]](https://m.media-amazon.com/images/I/41p8GJ7ZLdL._SL160_.jpg)
- The easiest way to add Robux (Roblox’s digital currency) to your account. Use Robux to deck out your avatar and unlock additional perks in your favorite Roblox experiences.
- This is a digital gift card that can only be redeemed for Robux at Roblox.com/redeem. It cannot be redeemed in the Roblox mobile app or any video game console. Please allow up to 5 minutes for your balance to be updated after redeeming.
- Roblox Gift Cards can be redeemed worldwide, perfect for gifting to Roblox fans anywhere in the world.
- From now on, when you redeem a Roblox Gift Card, you get up to 25% more Robux. Perfect for gaming, creating, and exploring- more Robux means more possibilities!
- Every Roblox Gift Card grants a free virtual item upon redemption.
Why Hilton used Roblox
The campaign connected Paris Hilton’s existing Roblox audience with Hilton’s hotel and loyalty brands. Contemporary reporting said Slivingland had attracted more than two million visitors at the time, while a separate report citing figures supplied by 11:11 Media described more than one million visitors in its first 30 days and an average session of 25 minutes. These figures use different measurements and should not be combined.
Strategically, the partnership tested a shift from transaction-based loyalty to engagement-based marketing. Traditional hotel loyalty programs generally reward stays, spending or affiliated purchases. This activation instead used exploration, viewing and gameplay as the route to a chance at travel-related rewards.
Rank #4
![Roblox Digital Gift Card - 2,000 Robux [Includes Exclusive Virtual Item] [Digital Code]](https://m.media-amazon.com/images/I/41HFZ1Pdg2L._SL160_.jpg)
- The easiest way to add Robux (Roblox’s digital currency) to your account. Use Robux to deck out your avatar and unlock additional perks in your favorite Roblox experiences.
- This is a digital gift card that can only be redeemed for Robux at Roblox.com/redeem. It cannot be redeemed in the Roblox mobile app or any video game console. Please allow up to 5 minutes for your balance to be updated after redeeming.
- Roblox Gift Cards can be redeemed worldwide, perfect for gifting to Roblox fans anywhere in the world.
- From now on, when you redeem a Roblox Gift Card, you get up to 25% more Robux. Perfect for gaming, creating, and exploring- more Robux means more possibilities!
- Every Roblox Gift Card grants a free virtual item upon redemption.
That approach offered Hilton several advantages: it made the loyalty program tangible in a social-game environment, linked avatar customization with travel aspiration and extended an existing advertising campaign into an interactive space. It also had clear limitations. A sweepstakes concentrates the highest-value rewards among a small number of participants, while a Roblox experience or its inventory can change or disappear after the campaign ends.
The campaign case study from 11:11 Media and GEEIQ framed the idea as rewarding engagement rather than spend. That is a useful description of the campaign’s strategy, not evidence that Hilton permanently changed how Hilton Honors works.
Best Value
![Roblox Digital Gift Card - 5,250 Robux [Includes Exclusive Virtual Item] [Digital Code]](https://m.media-amazon.com/images/I/41TsWfyqleL._SL160_.jpg)
- The easiest way to add Robux (Roblox’s digital currency) to your account. Use Robux to deck out your avatar and unlock additional perks in your favorite Roblox experiences.
- This is a digital gift card that can only be redeemed for Robux at Roblox.com/redeem. It cannot be redeemed in the Roblox mobile app or any video game console. Please allow up to 5 minutes for your balance to be updated after redeeming.
- Roblox Gift Cards can be redeemed worldwide, perfect for gifting to Roblox fans anywhere in the world.
- From now on, when you redeem a Roblox Gift Card, you get up to 25% more Robux. Perfect for gaming, creating, and exploring- more Robux means more possibilities!
- Every Roblox Gift Card grants a free virtual item upon redemption.
Is the Hilton Roblox promotion still available?
The original launch was in January 2024, so the giveaway, wearable inventory and campaign tasks should be treated as historical unless a current official Roblox listing or Hilton announcement confirms otherwise. The available campaign sources do not establish that the original promotion remains active in 2026.
Readers should not assume that playing Slivingland today earns Hilton Honors Points, grants Diamond status or provides access to the 2024 prizes. Roblox experiences can be updated, renamed or removed, and limited digital items may already be exhausted. Hilton Honors membership also does not recreate the promotion.
For current information, check the Paris Hilton and 11:11 Media Roblox community, Hilton Honors terms and Hilton’s original announcement. Current Hilton Honors Points redemption rules should be reviewed before planning a stay.
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Why the partnership mattered
The significance of the activation was less the value of the prizes than the experiment behind them. Hilton used a celebrity-owned Roblox world to turn attention, branded entertainment and game participation into a potential relationship with a real-world hotel loyalty program.
For players, it was a limited Roblox promotion with a chance to win points or temporary status. For Hilton and 11:11 Media, it was an early example of a travel brand treating a virtual experience as both an advertising channel and a loyalty-marketing mechanism.
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