Paris Hilton has partnered with Hotel Group, Hilton, to launch a loyalty campaign on Roblox.

The move is part of the hotel giant’s national advertising campaign,”It Matters Where You Stay,” and the global brand platform, “Hilton. For the Stay”, where it has reshot its advert staring the heiress and media executive which launched late last year, and instead used Roblox avatars.

According to the company, the advert has become the first-ever commercial to be fully recreated virtually by a brand on the Roblox platform.

Fans visiting Slivingland can experience an immersive Hilton hotel lobby and earn free digital wearables, alongside accumulate Hilton Honor Points by embarking on quests.

Users of X, formerly Twitter, who post the hashtag #HiltonForTheStay will also receive an additional entry into the giveaway.

Commenting on the campaign, Paris Hilton said: “I want my fans in the metaverse to have unforgettable and rewarding experiences.

“I’m so excited to bring them this first-of-its-kind collaboration with Hilton that lets them stay – and slay – like me, both in our virtual world and at amazing hotels and resorts around the world.”

Hilton CMO Mark Weinstein added: “There’s no better advocate and champion of the Hilton Stay, than Paris Hilton. Paris has been an amazing partner – connecting her family’s legacy with her love of travel to inspire the fan community she has built over the years. Today, we are excited to expand our partnership into her world on Roblox – Slivingland.

“We’ll create new ways to engage with Paris and Hilton through entertaining content, co-branded digital wearables, and more. And together, we will remind her passionate community of the real-world magic of a Hilton stay and the opportunities that await through the Hilton Honors program.”

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