The new game will allow Hilton’s 70+ million social media fans to experience her myriad creative projects and brand deals in one virtual location.
Paris Hilton, celebrity heiress, entrepreneur, and self-proclaimed “Queen of the Metaverse,” today unveiled her own immersive virtual world, Slivingland, on Roblox.
Named after Hilton’s popular “Sliving” tagline (meaning “living your best life”), Slivingland is an entertainment company co-founded by Metaverse developer Sawhorse Interactive and Hilton in 2021 with media executive Bruce Gersch. Co-produced by 11:11 Media in Business. Slivingland aims to be “one of the most immersive and forward-thinking experiences” on Roblox, according to a 11:11 Media statement, and fans will be able to enjoy Hilton’s many music projects, podcasts, TV shows, movies and brand collaborations. can participate in
“Slivingland is all about bringing fans from all over the world together to join them in a world of fun, fashion and friendship,” Hilton said in a statement. “This is a place where we can connect, create, live together and create unforgettable memories in a whole new virtual universe.”
Slivingland opens virtual doors complete with nightclubs, musical mini-games, and pet companions. Players can also explore the Slivinglands with photo challenges that unlock collectibles. They consist of 10 limited-edition Y2K digital fashion items, including pink headphones, a choker necklace, and a Hilton that was on display at the 11:11 “House of Y2K” pop-up in Los Angeles earlier this year. includes a virtual version of the glittering pink sliving suit.
Crystal Hauserman, chief marketing officer at 11:11 Media, said that Slivingland “would summarize 11:11 as a whole, [the company’s] The whole flywheel appeared in an instant… Paris was at the center of it all. ”
Today on Hilton’s Discord, the heiress herself will be hosting a community game night where she will live stream her own Slivingland gameplay. During her stream, she shares her code for a promotion for players who order a minimum of $20 on the Taco Bell app and get free cheese Her Gorditas delivered from Taco Bell. More activations will be added to the game in the coming weeks, including Hilton’s virtual girlfriend’s live DJ set.
Slivingland’s launch comes during a busy summer season for 11:11 Media. In early August, a deal with Crocs resulted in Big Bird’s yellow sliving jumpsuit. Before that, another partnership heralded the return of Taco Bell’s Volcano menu, along with Hilton’s “It’s Hot” tagline.
In June, Hilton played her first live concert at the Fonda Theater, during which she sang a new version of her 2006 single “Stars Are Blind” with Grammy Award winner Kim Petras. Sia and will.i.am were among those who attended the sold-out show.
Hausermann said each of these activations positioned 11:11 Media as a “mini Disney” rather than an advertising agency, reinventing the company’s portfolio of consumer products and events. pointed out that there is “Our North Star is now transforming us into the most prominent and profitable women-led media and consumer products company in the world,” she said.
Newsletter recommended for you
“We do that with great IP and female-driven stories through our podcast, film and TV projects. And through brands that align with and bring excellence to the table.”
For more articles like this, check out The Drum’s. Creativity and the Metaverse section.