11:11 Media unveils Paris Hilton-themed ‘Slivingland’ experience in Roblox

Named after Hilton’s popular “Sliving” catchphrase (which means “living one’s best life“), Slivingland was co-created by metaverse developer Sawhorse Interactive and 11:11 Media, the entertainment business Hilton co-founded in 2021 with media executive Bruce Gersch. 11:11 Media says Slivingland aims to be “one of the most immersive and advanced experiences” on Roblox, where fans can engage with Hilton’s many music projects, podcasts, TV shows, films and brand collabs.

“Slivingland is all about bringing my fans together from around the world to engage in a world of fun, fashion and friendship,” said Hilton. “It’s a place where we can connect, create and sliv together, making unforgettable memories in a whole new virtual universe.”

Slivingland opens its virtual doors with a nightclub, music mini-game and pet sidekicks. Players can also explore Slivingland with a photography challenge that permits them to unlock collectibles. They comprise 10 limited-edition Y2K digital fashion pieces and include pink headphones, choker necklaces and a virtual version of Hilton’s sparkly pink Sliving Suit, which was on display at 11:11’s ’House of Y2K’ popup in Los Angeles earlier this year.

As Krystal Hauserman, chief marketing officer at 11:11 Media, puts it, Slivingland “encapsulates 11:11 overall, [the company’s] entire flywheel manifested in one moment ... with Paris at the center of it all.”

On Hilton’s Discord today, the heiress herself will host a community game night, where she will livestream her own Slivingland gameplay. During the stream, she will share a promo code for players to get free Cheesy Gorditas delivered from Taco Bell with any $20 minimum order made on the chain’s app. More activations will come to the game in the following weeks, such as a virtual live DJ set from Hilton.

Slivingland’s launch comes during a busy summer for 11:11 Media. Earlier in August there was a Crocs deal that birthed a Big-Bird-yellow Sliving jumpsuit and before that another partnership heralded the return of Taco Bell’s Volcano Menu with Hilton’s “That’s hot” catchphrase.

In June, Hilton performed her first-ever live concert at the Fonda Theatre, during which she sang a new rendition of her 2006 single Stars Are Blind with Grammy winner Kim Petras. Among the attendees of the sold-out show were Sia and Will.I.Am.

Hauserman says each of these activations positions 11:11 Media not as an ad agency but more as a “mini Disney,“ noting the company’s emerging portfolio of consumer products and events. “Our north star is currently turning us into the most prominent and profitable female-led media and consumer products company in the world,“ she said.

“We are doing that with incredible IP and female-driven stories ... through our podcasts, film and television projects. Also, it’s through the brands we choose to partner with – brands whose messages and goals align with our ethos and bring something to the table that’s exceptional.“