![]() ![]() So far, these digital events have taken place in Roblox, which has the benefit of “making sure that our consumers are in a safe environment,” he said. The activation is part of 11:11 Media’s series of virtual worlds inspired by “those signature events that Paris either attends or owns” in real life, said Gersh. 11:11 Media filed a trademark for “Cryptoween” on August 17, along with “Queen of the Metaverse.” The company plans to make Cryptoween an annual event across multiple metaverse platforms, said Bruce Gersh, its president and COO. Hilton and 11:11 Media have bigger plans in store for the Cryptoween concept. Fashion brands such as Gucci and Tommy Hilfiger have also launched Roblox campaigns. ![]() Others tapping into Roblox’s 59.9 million users via virtual worlds have included Givenchy Beauty and Nars Cosmetics. Urban Decay is the latest of several major beauty brands jumping in on Roblox metaverse marketing. For the brand’s first-ever metaverse activation, Hilton was an ideal partner because she is “a fun, rebellious and free spirit, like the Urban Decay fan,” said Erdmann. “Our Roblox partnership with Paris Hilton is designed to connect with an entirely new audience of makeup lovers and to introduce them to our core franchises,” said Eva Erdmann, president of Urban Decay. Starting today from 2:00-3:00 pm PDT, Hilton will make daily appearances in the world via her avatar at the virtual world’s selfie booth. Users can model their looks in a virtual runway competition for the chance to be featured on the leaderboard. Guests can choose from 10 different outfits inspired by Hilton’s past Halloween looks, including her “Bunny Princess,” “Tinkerbell” and “Phoenix” costumes, and add matching makeup looks created by Urban Decay. “Being ‘Queen of the Metaverse’ and ‘Crypto Queen,’ and also the ‘Queen of Halloween,’ I was so excited to do this because everyone obviously loves Halloween and people are going to be spending more time than ever in the metaverse,” said Hilton.Ĭryptoween will be held in a virtual three-room property, with each room dedicated to an Urban Decay product: the 24/7 Eyeliner, 24/7 Moondusts and Vice Lip Bond. ![]()
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