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Hilton Resorts has launched what it says is the primary rewards program for enjoying a branded sport in Roblox.
11:11 Media, Paris Hilton’s media firm, is giving 111 gamers 111,111 factors by means of the Hilton Honors loyalty program to place towards lodge stays. It is usually distributing 11 diamond-tier membership statuses to carry the giveaway’s complete to 12 million factors.
Avid gamers and followers of Paris Hilton — a.ok.a. Little Hiltons — can earn factors by taking part in in Slivingland, Hilton’s Roblox world, drenched in her glitzy 2000s aesthetic that has supplied manufacturers reminiscent of Taco Bell in-game promoting area.
“Sliving” is Hilton’s portmanteau that means slaying and killing it whereas dwelling your greatest life.
Gamers can enter the giveaway by collaborating in a scavenger hunt for Hilton Resorts-branded gadgets, exploring the expertise, full with a digital lodge foyer and signing up for Hilton Honors. Utilizing the marketing campaign hashtag #HiltonForTheStay on social media will internet gamers a further entry.
Hilton Honors can also be gifting away 50,000 wearable gadgets for Roblox avatars.
The rewards program is a part of Hilton Resorts’ It Issues The place You Keep nationwide marketing campaign and its “Hilton. For the Keep” world model platform, which launched in October with a business starring Paris Hilton.
Hilton Resorts labored with content material studio Sawhorse to construct the expertise, creating wearables and recreating that very same business utilizing Roblox avatars — together with Hilton’s, which it up to date for the marketing campaign along with her steering.
The business is operating in-game as a part of Roblox’s video advert providing.
Tying a rewards program on to a branded gaming expertise is a take a look at for 11:11 Media, which is making an attempt to see if it may possibly take gaming past producing model consciousness.
“So many manufacturers have been leaping into platforms like Roblox, Fortnite and Minecraft to do superb activations however they’ve all been top-of-funnel model awareness-marketing campaigns,” stated Cynthia Miller, head of innovation at 11:11 Media. “For the primary time, we’re beginning to innovate to have a look at what occurs for those who future-proof your loyalty program and meet Gen Z the place they’re.”
Roblox reported having 70.2 million every day energetic customers in Q3 2023. It additionally had 240 model activations final yr, double what it had in 2022.
Whereas Hilton Resorts is the primary model to permit Roblox gamers to generate real-life loyalty reward factors for gameplay, others have discovered other ways to tie their rewards packages to Roblox. In April 2022, Chipotle let its loyalty members alternate rewards factors for a Roblox Reward Card.
Most manufacturers battle to tie gross sales and conversion to gaming, nonetheless, and as a substitute depend on metrics reminiscent of participant rely, common session size or a extra bespoke measurement tied to their sport to trace how gamers interact. Activision Blizzard is making a instrument to assist manufacturers measure consideration, however 11:11 Media wished a right away return on its gaming work.
“What a win appears like for us is seeing if we’re capable of drive conversion off-platform,” Miller stated. “We’re going to trace how many individuals declare content material, go to and signal as much as Hilton Resorts.”
11:11 Media will observe conversion till the marketing campaign runs its course on the finish of February. Slivingland is age-gated for gamers 13 years previous and up and is targeted on driving sign-ups from gamers aged 18 to 24.
Roblox reported that 40 million every day energetic gamers have been not less than 13 years previous in Q3 2023.
11:11 Media hasn’t dismissed engagement totally, nonetheless, as it can additionally observe viewers suggestions on Discord, TikTok, Instagram and X, previously generally known as Twitter.
The concept to tie rewards to Roblox got here to Miller when she discovered a startup referred to as Flaunt that ties rewards to engagement in age-13-plus Roblox video games.
“I keep in mind coming throughout them a few months in the past and considering ‘That is game-changing. I don’t have a use case for this but, however will probably be superb as soon as I discover the precise model,’” she stated.
As soon as Hilton Resorts launched its business for Hilton Honors final fall, Miller and the model determined it might be the precise marketing campaign to check Flaunt’s Roblox rewards pilot program, which launched across the identical time, particularly as a result of Hilton has been so gung-ho about Roblox since launching Slivingland in August.
Miller sees the marketing campaign as a precedent for CMOs who’re in search of methods to extract greater than model consciousness from gaming.
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