THE ASK

In the quest to redefine fame in the digital age, Paris Hilton embarked on an ambitious project to extend her iconic brand into the metaverse. The vision was to create an immersive, interactive space on Roblox that encapsulated her multifaceted career and persona, from DJing to red carpets, high fashion to homegoods and more. This virtual world, named Slivingland, aimed to be a digital counterpart to Paris Hilton’s real-world influence, offering a unique blend of fashion, music, and interactivity, all stamped with her signature style.

THE CHALLENGE

The primary challenge was translating Paris Hilton’s larger-than-life persona and her diverse career into a cohesive, engaging virtual experience that resonated with her fans and the wider Roblox community. The team needed to meticulously craft elements from Paris’ iconic moments and bring them into the virtual world in a way that felt authentic and engaging. Additionally, creating a space that encouraged user engagement through DJ parties, fashion shoots, and interactive games, while also allowing for personal expression through UGC (User-Generated Content) collaborations, posed a significant design and technical challenge. The project aimed to not only capture the essence of Paris Hilton’s brand but also to foster a vibrant community within Slivingland.

THE RESULTS

The launch of Slivingland on Roblox was a resounding success, achieving a groundbreaking fusion of celebrity, culture and virtual interactivity. The project saw:

Vibrant Community Engagement: Slivingland emerged as a bustling metaverse destination, attracting millions of plays and engaging Paris Hilton’s fans in a shared digital experience. The inclusion of elements like the 11:11 Club for DJing and the Podcast Lounge for storytelling allowed fans to immerse themselves in activities that reflected Paris Hilton’s real-world interests and enterprises.

UGC and Collaboration Success: The platform facilitated an array of exclusive UGC collaborations, enabling fans to engage directly with Paris-branded content. Over half a million emotes were sold, demonstrating the high level of user interaction and the appeal of bringing personal expression into the game.

Social Media and Influencer Impact: Slivingland’s reach extended beyond Roblox, taking over social media platforms with impressive metrics: 44 million impressions, 12 million views on TikTok, and 1 million views on YouTube. Influencer content and promotional posts by Paris Hilton herself played a pivotal role in amplifying the buzz and drawing a wider audience into the Slivingland experience.

A New Paradigm in Digital Experiences: The case of Slivingland on Roblox represents a pioneering venture into branded experiences within the metaverse, blending couture, beats, and storytelling with the magic of Paris Hilton. It set a new gold standard for how celebrities and brands can engage with audiences in virtual spaces, redefining expectations for digital hangouts and entertainment.

In conclusion, Slivingland is not just a testament to Paris Hilton’s vision and her team’s execution skills but also a beacon for the future of interactive, branded experiences in the metaverse. By creating a space where fans can “slay, live, and sliv,” Paris Hilton and Roblox have opened up new avenues for engagement, creativity, and community in the digital realm.

• 44M IMPRESSIONS 
• 3.4M PLAYS 
• 500K+ EMOTES SOLD 
• 12M VIEWS ON TIKTOK

COMPANY: Sawhorse