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Paris Hilton’s Slivingland, a Roblox experience developed with her company 11:11 Media, hosted a Hilton Honors activation that tied virtual exploration to loyalty rewards. A March 2024 case study by GEEIQ and 11:11 Media reports tens of thousands of scavenger hunts and commercial views, but those are case-study figures—not independently audited results or proof of campaign-driven business lift.
How the Hilton Honors activation worked
Hilton described Slivingland as a Roblox experience created with Paris Hilton’s 11:11 Media. In January 2024, players could explore a virtual Hilton lobby, complete quests, and access Hilton-branded digital items and Hilton Honors rewards. Hilton’s campaign announcement details the activation.
The campaign connected in-game activity with both virtual and real-world value. Marketing Dive reported that challenges could unlock avatar wearables and Hilton Honors perks, including points and status upgrades. The activation also included a Roblox-avatar recreation of a Hilton commercial. Marketing Dive’s January 23, 2024 report describes those mechanics.
What the case study measured
The March 2024 report from GEEIQ and 11:11 Media gives three campaign-specific figures. They describe availability or activity within the activation; the report figures do not by themselves establish unique participants, incremental loyalty sign-ups, revenue, or causal lift.
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| Measure | Reported figure | What it represents |
|---|---|---|
| Hilton Honors x Slivingland UGC items | 50,000 available during the campaign window | Items made available, not a count of items claimed or players reached. |
| Scavenger hunts | 56,200 completed | Completions in the virtual Hilton hotel, not necessarily distinct players. |
| Hilton Roblox commercial | 88,900 views | Views of the commercial in the hotel lobby, not a measure of completed viewing or brand lift. |
All three figures are attributed to the co-produced GEEIQ and 11:11 Media case study, published in March 2024. They should be read as reported campaign metrics rather than independently verified platform statistics.
Slivingland’s visitors and Roblox-wide engagement are different measures
GamesBeat reported that Slivingland launched in August 2023 and had more than 3.4 million visitors as of February 2024. That is a historical, dated figure—not a current visitor count—and it is distinct from the Hilton campaign’s item, hunt, and commercial-view metrics. GamesBeat also relayed company claims about earned-media equivalency and average time spent; the cited reporting does not make those figures independent measures of campaign impact. GamesBeat’s report was published March 13, 2024, and updated June 18, 2025.
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Roblox’s official brand guidance says Gen Z users spent approximately 11 minutes in each branded experience per month in Q4 2023. That is platform-level context, not a Slivingland statistic and not directly comparable to the campaign’s reported totals. See Roblox’s guidance for brands.
What the example shows—and what it does not
The activation illustrates a brand approach built around a playable destination rather than a standalone ad: users explored a branded space, completed a quest, encountered a commercial, and could earn digital or Hilton Honors rewards. The case study’s metrics cover several stages of that experience—items offered, activity completed, and ad views—so they are useful as a description of campaign execution.
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- 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.
They do not establish how many unique people participated, whether players later booked Hilton stays, whether loyalty behavior changed, or what return on investment the campaign produced. Nor should the figures be treated as current performance data. For marketers, the case is relevant to Roblox experience design and measurement, but the reported counts alone cannot answer whether the activation outperformed another campaign or channel.
11:11 Media says its digital division manages Paris Hilton’s digital presence and develops brand-partnership and metaverse opportunities. GEEIQ presents the joint report as an analysis of Hilton’s Roblox strategy and brand-marketing opportunities. Those company descriptions establish the B2B context, not an open partnership or referral program. 11:11 Media’s company page and GEEIQ’s report page describe their respective roles.
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- 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 the case study matters to game audiences
Slivingland shows how a Roblox world can blend game-like participation with branded media and loyalty incentives. The clearest evidence in this case is the set of mechanics Hilton described and the activity counts reported by GEEIQ and 11:11 Media. Those details make it a useful example of branded gaming, while leaving audience uniqueness, commercial outcomes, and independent validation unproven.
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- 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.
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