Paris Hilton is helping her family’s hotel brand launch a rewards program in Roblox

Hilton is opening a location in the metaverse. The hospitality brand is teaming up with its founder’s great-granddaughter to provide perks to Roblox players. The home of the loyalty campaign is Paris Hilton‘s Slivingland, a virtual space established last year.

The collaboration is Hilton’s first foray into the metaverse and its first branded integration in a virtual world. Slivingland visitors can check out a newly erected hotel lobby and complete challenges to collect real-world hotel loyalty points and benefits. 11 winners will receive a year of Diamond Tier Status at Hilton locations, while 111 Roblox players will earn 111,111 points in the  Hilton Honors program.

The abundance of 1s digits among the campaign rewards is a reference to 11:11 Media, the company founded by Paris Hilton herself. The media personality, businesswoman, and socialite — whose ancestor Conrad founded the Hilton brand more than 100 years ago — has used 11:11 Media as the launchpad for a variety of digital ventures. Paris came to Roblox last August, when Slivingland made its debut in the metaverse. The virtual city brought in more than two million visitors during the first 30 days after its launch.

To celebrate the latest addition to Slivingland, Paris released a new version of a Hilton ad that first aired last year. This time, instead of starring in the spot herself, Paris gave the floor to her Roblox avatar.

“Just like in the physical world, I want my fans in the metaverse to have unforgettable and rewarding experiences,” said Paris Hilton. “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.”

In a statement of her own, Roblox VP of Global Partnerships Stephanie Latham predicted that “many top brands” will follow Hilton’s lead by linking virtual activations to real-world rewards. Some companies have already experimented with Roblox marketing. Film distributor Lionsgate, for example, came to the virtual sandbox to promote the Hunger Games prequel The Ballad of Songbirds and Snakes.