Paris Hilton is on a mission to change how brands approach the metaverse—not as a one-and-done game but as a social channel to build into long-term media strategies. Hilton, who proclaims herself the Queen of the Metaverse, views herself and her virtual creations as a “bridge for brands to be able to come into the metaverse because it’s obviously such a new world for so many brands and they don’t know how to come in.”
Hilton today unveiled her latest Roblox world, Slivingland, with the goal of shifting how brands view activating in the metaverse as well as being the intersection for the hottest topics in marketing: fandom, emerging technology and the creator economy. Slivingland will host Hilton’s media empire while also offering real estate to brands. It acts as a home for content and products created by Hilton and her media company, 11:11 Media.
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Visually, it melds Hilton’s unique brand of all things pink, bedazzled, veloured, flip-phoned and electronica into a neon-lit cityscape. Users can visit venues that host the creator’s music, podcasts and shows, as well as games, events and product drops such as digital pets and a limited line of 2000s fashion to celebrate Slivingland’s launch.
Slivingland will sell marketers real estate and naming rights for everything from streets and alleyways to customizable billboards and buildings. Brands will also be able to hold events in Slivingland with Hilton as well as the community of “my other celebrity friends and influencers and gamers” that she aims to spotlight through her virtual presence, Hilton said in an interview with Ad Age.