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In January 2024, Paris Hilton’s 11:11 Media partnered with Hilton to create a branded hotel, commercial, scavenger hunt and limited loyalty-rewards promotion inside Slivingland, Hilton’s Roblox world. Players could explore the virtual activation, collect digital items and enter a giveaway for Hilton Honors Points or one year of Diamond status.
This was a time-limited promotional campaign—not a permanent Hilton Honors feature and not a new Hilton hotel product. The original giveaway should be treated as historical unless current official campaign terms confirm that it has returned.
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, Paris Hilton’s persistent Roblox entertainment experience created by 11:11 Media.
Slivingland was designed as a hub for Paris Hilton-related entertainment, fashion, music, podcasts and brand integrations. It was not a standalone Hilton game. Contemporary reporting said the experience had attracted more than two million visitors at the time of the campaign. A separate Hotel Dive report cited more than one million visitors in Slivingland’s first 30 days and an average session length of 25 minutes, based on figures supplied by 11:11 Media. Those measurements come from different reports and should not be combined into a single audience total.
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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.
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- 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.
The Hilton integration combined several elements:
- A Hilton-branded virtual hotel lobby.
- A Roblox recreation of a Hilton commercial.
- A Hilton-themed scavenger hunt.
- Limited digital wearables for Roblox avatars.
- A giveaway involving Hilton Honors Points and Diamond status.
- Promotion of Hilton Honors membership and the
#HiltonForTheStaycampaign.
How the Roblox activation worked
The reported player journey was built around exploration and engagement:
- Enter Slivingland. Players joined Paris Hilton’s Roblox experience rather than a separate Hilton destination.
- Visit the Hilton lobby. The branded hotel environment acted as the campaign’s central location.
- Watch the virtual commercial. Hilton’s “It Matters Where You Stay” and “Hilton. For the Stay” advertising was adapted for Roblox.
- Complete the scavenger hunt. Players searched the environment for Hilton-themed objects and completed the campaign’s quest activities.
- Find branded virtual items. Reported examples included luggage and robes.
- Claim or qualify for a limited wearable. The digital items were Roblox accessories, separate from Hilton Honors benefits.
- Enter the giveaway. Eligible players could participate under the original promotion’s rules. The campaign announcement also said that sharing through
#HiltonForTheStaycould provide an additional entry.
These steps describe the 2024 campaign mechanics, not a guaranteed present-day route through Roblox. Experiences, menus, inventories and promotional features can change or disappear.
What could players win?
| Reward | Quantity | What it meant |
|---|---|---|
| Hilton Honors Points | 111 prizes | 111,111 Points per winner |
| Hilton Honors Diamond status | 11 prizes | One year of status per winner |
| Limited digital wearables | 50,000 | Roblox avatar items, including Hilton Honors Harajuku Antlers |
The points calculation is worth stating precisely: 111 winners multiplied by 111,111 Points equals 12,333,321 Hilton Honors Points. Hilton’s public description of “more than 12 million” Points is therefore accurate; the promotion should not be described as distributing exactly 12 million Points.
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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.
The giveaway did not mean that every player earned Points or Diamond status. The Points and status awards were limited prizes. Diamond status was also temporary: the announcement specified one year, not lifetime or permanent status.
Why the campaign mattered to Hilton
Hotel loyalty programs traditionally reward stays, eligible spending or affiliated transactions. This activation experimented with a different gateway: play, attention and participation. A GEEIQ and 11:11 Media case study described the idea as moving from rewarding spend to rewarding engagement.
That interpretation should not be mistaken for a permanent change to Hilton Honors. The campaign created a special promotional path to a chance at rewards; it did not establish a standing rule that Roblox gameplay earns Hilton Honors Points.
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![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.
The partnership also connected three kinds of value:
- Audience access: Hilton entered an established Paris Hilton-branded Roblox environment rather than building a community from scratch.
- Interactive advertising: Players encountered the brand through exploration and gameplay instead of only watching a conventional advertisement.
- Travel aspiration: Digital collectibles and avatar experiences were linked to real-world hotel loyalty rewards.
The recreated Hilton commercial
One of the activation’s most distinctive features was a Roblox version of a Hilton commercial starring Paris Hilton. Hilton said the advertisement was recreated frame by frame with Roblox avatars and described it as the first commercial fully recreated virtually by a brand on Roblox.
That “first” should remain attributed to Hilton and the campaign materials. The available sources establish Hilton’s claim, but not an independently audited database proving that no earlier brand had produced a comparable Roblox recreation.
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![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.
The same qualification applies to Hilton’s description of the partnership as its first metaverse venture and first branded integration within virtual worlds. Contemporary coverage characterized it as Hilton’s first Roblox or metaverse loyalty activation. It is more accurate to report those claims with attribution than to present them as independently verified industry-wide facts.
What the campaign was—and was not
It was:
- A Hilton-branded activation inside Paris Hilton’s Roblox world.
- A promotional giveaway tied to gameplay and campaign participation.
- An interactive extension of Hilton’s existing advertising.
- A limited distribution of Roblox wearables and real-world loyalty rewards.
It was not:
- A permanent way to earn Hilton Honors Points by playing Roblox.
- A guarantee that every participant received Points or hotel status.
- A free hotel stay for all players.
- A replacement for the normal Hilton Honors program.
- A Hilton hotel that players could book inside Roblox.
Winning Points also would not automatically guarantee a free stay. Redemption depends on the applicable Hilton Honors rules, award availability and the property, dates and room type selected. Readers should consult Hilton’s current Hilton Honors terms rather than assume that 2024 promotional conditions remain in force.
Is the Hilton Roblox promotion still available?
The safest answer is that the original promotion should be considered expired unless a current Hilton announcement or Roblox listing confirms otherwise. The documented launch took place in January 2024, and the available campaign sources do not establish that the giveaway, Hilton lobby, scavenger hunt or wearable inventory remains active in September 2026.
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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.
Readers can check the Paris Hilton and 11:11 Media Roblox community or Roblox directly, but the existence of a community page does not prove that the Hilton promotion is still playable. Likewise, joining Hilton Honors does not recreate the giveaway or award Points for ordinary Roblox activity.
Anyone encountering a current-looking post about the promotion should check its date, the official rules and the listed entry deadline. Do not provide account credentials or payment details to unofficial pages claiming to award Hilton Points or Diamond status.
The larger marketing lesson
The partnership’s importance was less about the absolute value of the prizes than about the experiment behind them. Hilton used a celebrity-owned Roblox world to turn brand attention into a potential relationship with a hotel loyalty program.
Do these 3 things before closing this tab:
1Fix the driver behind crashes, sound loss and screen glitches2Clear out junk files and repair common Windows errors3Scan for outdated or missing drivers - takes under a minuteFor 11:11 Media, the activation demonstrated how an existing entertainment property could host advertising, quests, virtual merchandise and real-world rewards in one environment. For Hilton, it offered a way to make an abstract loyalty program visible and participatory to an audience that might not encounter a conventional hotel campaign.
The trade-off is that a sweepstakes can create substantial attention without delivering guaranteed value to most participants. The most valuable rewards reached only a small number of players, while the digital wearables provided an in-game benefit rather than a hotel benefit. Roblox experiences may also become harder to find or materially change once a campaign ends.
That makes the activation best understood as an early engagement-led loyalty experiment—not evidence that Hilton permanently moved its rewards system into the metaverse.
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