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Paris Hilton took a deep dive into the metaverse with her Slivingland experience on Roblox, and her 11:11 Media company has released the results of brand interactions.
Roblox’s platform of user-generated content reaches more than 216 million monthly active users and it represents an evolution of social media for Hilton, as Roblox games are a way to engage young people who aren’t easy to reach with brand advertising.
Slivingland represented 11:11’s first metaverse-native intellectual property; Roblox was the first place Paris Hilton’s new lifestyle brand, Sliving, appeared.
As of February 2024, it’s had over 3.4 million visitors, more than Paris World, which is nearly two years older. A TikTok by Paris promoting Slivingland was viewed over eight million times. The results were the equivalent of $60 million in ad spending, the report found. Slivingland drew an average of 11 minutes per daily active user in January 2024.
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“To some, it’s the metaverse. To brand marketers, it’s a communication vertical that provides a style of engagement which is more immersive than any other channel currently in their toolkit,” the company said in its case study by GEEIQ shared with GamesBeat. “And there’s no sign of this slowing. Roblox is the undisputed leader in this space. It captured Gen Z’s attention for more minutes per day than TikTok did in 2023.”
For brand marketers who want the secret to unlocking engagement and loyalty on this platform, Paris Hilton’s Slivingland has some answers. 11:11 Media has positioned Hilton as the “queen of the metaverse.” She’s a TV star, philanthropist, pop culture icon, advocate, DJ, artist, author, entrepreneur, mother, investor and business mogul. And, for some, a sex icon too.
But Hilton is also a futurist. An undercover nerd. A secret gamer. Since 2021, Paris Hilton has launched two Roblox worlds, introduced new brands to the platform, and shaped the future of immersive marketing campaigns with pioneering partners. Previously, Paris Hilton embraced platforms like Twitter as early as 2009, before many brands.
Paris Hilton’s journey on Roblox
Paris Hilton moved onto Roblox with Slivingland, a metaverse experience.
Of course, there were a lot of folks on Roblox before Hilton showed up. But there is something to her notion, “I set trends, I don’t follow them.” She created Paris World a few years ago where people could hang out together as avatars and listen to DJs.
The Roblox experience gave players the opportunity to win Paris-themed digital wearables, accessorize a …
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Are you looking to showcase your brand in front of the gaming industry’s top leaders? Learn more about GamesBeat Summit sponsorship opportunities here.
Paris Hilton took a deep dive into the metaverse with her Slivingland experience on Roblox, and her 11:11 Media company has released the results of brand interactions.
Roblox’s platform of user-generated content reaches more than 216 million monthly active users and it represents an evolution of social media for Hilton, as Roblox games are a way to engage young people who aren’t easy to reach with brand advertising.
Slivingland represented 11:11’s first metaverse-native intellectual property; Roblox was the first place Paris Hilton’s new lifestyle brand, Sliving, appeared.
As of February 2024, it’s had over 3.4 million visitors, more than Paris World, which is nearly two years older. A TikTok by Paris promoting Slivingland was viewed over eight million times. The results were the equivalent of $60 million in ad spending, the report found. Slivingland drew an average of 11 minutes per daily active user in January 2024.
GB Event
GamesBeat Summit Call for Speakers
We’re thrilled to open our call for speakers to our flagship event, GamesBeat Summit 2024 hosted in Los Angeles, where we will explore the theme of “Resilience and Adaption”.
Apply to speak here
“To some, it’s the metaverse. To brand marketers, it’s a communication vertical that provides a style of engagement which is more immersive than any other channel currently in their toolkit,” the company said in its case study by GEEIQ shared with GamesBeat. “And there’s no sign of this slowing. Roblox is the undisputed leader in this space. It captured Gen Z’s attention for more minutes per day than TikTok did in 2023.”
For brand marketers who want the secret to unlocking engagement and loyalty on this platform, Paris Hilton’s Slivingland has some answers. 11:11 Media has positioned Hilton as the “queen of the metaverse.” She’s a TV star, philanthropist, pop culture icon, advocate, DJ, artist, author, entrepreneur, mother, investor and business mogul. And, for some, a sex icon too.
But Hilton is also a futurist. An undercover nerd. A secret gamer. Since 2021, Paris Hilton has launched two Roblox worlds, introduced new brands to the platform, and shaped the future of immersive marketing campaigns with pioneering partners. Previously, Paris Hilton embraced platforms like Twitter as early as 2009, before many brands.
Paris Hilton’s journey on Roblox
Paris Hilton moved onto Roblox with Slivingland, a metaverse experience.
Of course, there were a lot of folks on Roblox before Hilton showed up. But there is something to her notion, “I set trends, I don’t follow them.” She created Paris World a few years ago where people could hang out together as avatars and listen to DJs.
The Roblox experience gave players the opportunity to win Paris-themed digital wearables, accessorize a …nnDiscussion:nn” ai_name=”RocketNews AI: ” start_sentence=”Can I tell you more about this article?” text_input_placeholder=”Type ‘Yes'”]