Paris Hilton has partnered with Hotel Group, Hilton, to launch a loyalty campaign on Roblox.

The move is part of the hotel giant’s national advertising campaign,”It Matters Where You Stay,” and the global brand platform, “Hilton. For the Stay”, where it has reshot its advert staring the heiress and media executive which launched late last year, and instead used Roblox avatars.

According to the company, the advert has become the first-ever commercial to be fully recreated virtually by a brand on the Roblox platform.

Fans visiting Slivingland can experience an immersive Hilton hotel lobby and earn free digital wearables, alongside accumulate Hilton Honor Points by embarking on quests.

Users of X, formerly Twitter, who post the hashtag #HiltonForTheStay will also receive an additional entry into the giveaway.

Commenting on the campaign, Paris Hilton said: “I want my fans in the metaverse to have unforgettable and rewarding experiences.

“I’m so excited to bring them this first-of-its-kind collaboration with Hilton that lets them stay – and slay – like me, both in our virtual world and at amazing hotels and resorts around the world.”

Hilton CMO Mark Weinstein added: “There’s no better advocate and champion of the Hilton Stay, than Paris Hilton. Paris has been an amazing partner – connecting her family’s legacy with her love of travel to inspire the fan community she has built over the years. Today, we are excited to expand our partnership into her world on Roblox – Slivingland.

“We’ll create new ways to engage with Paris and Hilton through entertaining content, co-branded digital wearables, and more. And together, we will remind her passionate community of the real-world magic of a Hilton stay and the opportunities that await through the Hilton Honors program.”

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It includes nine Mobile & App Masterclasses, starting in Barcelona on 27 Feb, with other events taking place in London, New York, Amsterdam and Berlin. Each event runs for half a day and gives mobile & app marketers the opportunity to discuss the market and their current challenges with their peers and expert agencies and tech companies.

New for 2024 are Mobile & App Leaders’ Dinners, with the first one taking place in London on 30 Jan.

Recent attendees at Future of Mobile Festival events include Asos, Depop, Monzo, Just Eat, Vodafone, Gymshark, Sainsbury’s, Ralph Lauren, Vinted, Zalando, Babbel, Delivery Hero, HSBC, John Lewis, Travelopia, Expedia, Skyscanner, BT Group, Pepsi Co, Microsoft, Uber, American Express and more!

There’s more information here.

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The Bicester Collection

Designed to represent each of the Villages’ exquisite physical environments, the new virtual experience brings together Bicester Village (UK), La Roca Village (Spain), La Vallée Village (France) and Fidenza Village (Italy), maintaining the Villages’ visual integrity and real-life shopping experience. Guests around the world can wander and navigate freely around each virtual Village, discovering the Collection and its commitment to extraordinary experiences through its experiential offers, hospitality and services and portfolio of luxury retailers.

A feature of each of the real-life Villages is The Apartment, a dedicated private space that welcomes the Village’s private clients during their visits. While the physical Apartments are invitation-only, this experience invites all guests to explore the luxurious Apartments virtually.

In addition to discovering the private spaces, guests can also access the Collection’s signature hospitality offering by pre-booking physical, in-Village services like Hands-free Shopping, joining its membership programme, and booking live, virtual personal shopping appointments. Outside The Apartment, in the virtual Village itself, The Bicester Collection leverages the intrigue and enticement of real-life window shopping, inviting users to discover a selection of virtual boutiques, with each click on a display window bringing up a curated list of the Village’s luxury brand offering in different categories. These experiential virtual offerings allow The Bicester Collection to tailor the shopping experience to each guest’s needs before, during and after their visit to one of the physical Villages.

Highlighting the global reach of The Bicester Collection, a map introduces guests to the locations of the Villages around the world, allowing users to move seamlessly from one Village to another. Guests who explore all four Virtual Villages will receive a gift voucher, redeemable at all Villages throughout Europe and China.

“The Bicester Collection’s new virtual experience extends our reach to international audiences, beyond our Villages’ physical locations, while emphasising our dedication to an unparalleled physical shopping experience,” said Sylvie Freund-Pickavance, Global Strategy and Business Development Director at The Bicester Collection. “We continue to offer seamless hospitality and exquisite environments for our guests to discover as they begin their journey virtually before enjoying the physical Village experience. While each Village presents a uniquely curated local brand mix, our guests can expect a consistent emphasis on impeccable hospitality across our Villages, including membership and personal shopping, making The Bicester Collection an ideal destination for frequent travellers.”

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Laser Digital Holdings

The Nomura-Laser Digital experience takes place in a Japanese botanical garden, symbolizing the bank’s cultural heritage and sustainability values. Through 20 quests, visitors can meet avatars of senior Nomura and Laser Digital management and complete tasks such as cultivating their own bonsai tree. QR codes displayed throughout the garden allow visitors to learn more about Nomura, Laser Digital and their strategic investments and innovations in digital assets.

The Sandbox, a virtual world represented by NFTs on the Ethereum blockchain and the Polygon blockchain, was founded in 2011. Since then, over 4.7m accounts have been created.

“Since our launch last year as Nomura’s digital asset subsidiary, we have been keen to explore the potential of the metaverse,” said Jez Mohideen, CEO of Laser Digital. “We are excited to experience the new interactions this project enables and we look forward to continued partnership with the Digital Company to further Nomura’s progress into the digital asset sector.”

The Nomura & Laser Digital Botanical Garden was developed by Metaverse Studio Paris. You can see a teaser of the experience here.

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Threedium

The funds will drive the company’s progression of spatial computing and 3D content production on the web. They will also be used to deepen R&D into AI to further enhance the efficiency of 3D models and extend the company’s growth by bringing immersive storytelling to more global brands.

Threedium’s proprietary 3D and AR engine, Unlimited3D enables any B2C brand or LVMH retailer to display their goods as hyper-realistic 3D assets, allowing customers to interact with the product, zoom in or out, see it from any angle, try it on, change the colour, size or material before committing to purchase, all from the browser, with no need to download an app.

“The world of static 2D eCommerce is becoming archaic,” said Mike Charalambous, Co-founder and CEO of Threedium. “User behavior is evolving and brands striving for distinction recognize the need to meet consumer demands for enriched, customizable experiences on the spatial web. This new round of investment reinforces the trust investors place in our mission to revolutionize digital landscapes, equipping businesses with engaging and immersive capabilities.”

Through its own engine or APIs, Threedium allows for full autonomy and creativity in crafting, customizing, and scaling thousands of bespoke 3D assets and turnkey 3D solutions seamlessly across web, mobile, and digital media channels. It has also  developed a proprietary file format, .TUF, to block AI and web theft of 3D files, rather than other open-source platforms that put IPs at risk.

Brands using Threedium’s tech include Louis Vuitton, Rimowa, Fendi, Bulgari, Dior, Loewe, Girard Perregaux, Tommy Hilfiger, Samsung, Diageo, and NuOrder Lightspeed.

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Mattel

Leaning into the popular ‘tycoon’ genre on Roblox, players of Barbie DreamHouse Tycoon can build a luxurious DreamHouse with up to four floors and a total of 30 rooms, including a yoga studio, office, recording studio, vlogger room, and two walk-in closets. In addition, players can add a movie theater, game room, bowling alley, indoor and outdoor kitchen spaces, a rooftop tennis court, and even a helipad. Players can also visit each others DreamHouses and revel in their virtual spaces before hanging out in the Malibu Town Square.

Visitors to Barbie DreamHouse Tycoon can express their inner Barbie through highly customizable avatars, using exclusive fashion items and accessories to create new styles. Barbie DreamHouse Tycoon also comes equipped with diverse customization options, including nine different skin tones and various body types, 15 face and makeup configurations, different hairstyles, and the option to add hearing aids, with more configurations coming soon. Players can explore the sandy beaches of Malibu in one of several themed vehicles, and get the chance to try out various careers, such as chef, popstar, and fashion designer in mini games. The town of Malibu itself features a bakery, vets, fashion boutique, science center, town hall, sports fields, and much more to discover.

Barbie ‘Brooklyn’ and Barbie ‘Malibu’ non-playable characters (NPCs) will guide fans on a tour through the world of Barbie DreamHouse Tycoon on Roblox, offering additional context for mini games and the entire experience.

“With so many fantastic iterations of Barbie over the years, this felt like the right time to give Barbie – one of the world’s best-selling toys and a fashion icon for more than six decades – the chance to find her feet on Roblox,” said Mike DeLaet, Global Head of Digital Gaming at Mattel. “As one of the most instantly-recognizable brands in the world, were so excited for Barbie’s Roblox debut and look forward to her connecting with an all-new community of fans.” 

By tapping into Gamefam’s metaverse gaming expertise, Mattel aims to engage some of the 66m daily active users on Roblox, reaching existing fans and attracting a new fan base. Barbie DreamHouse Tycoon will be available for free on Roblox via most platforms and devices, including consoles, PCs, mobile and tablets beginning 6 October. The experience will be live operated by Gamefam, and new features and updates will be implemented regularly post-launch around key moments for the Barbie brand and other tentpole occasions.  

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Most Effective App Advertising Platform
Applovin – AppLovins CTV for AppDiscovery
Bidease: Transparent Mobile DSAP – Using Predictive Algorithms and ML to Grow Daily Installs X10: Bidease DSP & Messenger Home/Email Home
Gamelight – Leveraging Data to Fuel AI Algorithms
Mistplay – Mistplay Enhances its Loyalty Platform to Drive +23% Install Volume, +37% D7 Retention, and +31% D7 ROAS for Mobile Gaming Advertisers
Moloco – Moloco Cloud DSP

Most Effective App Analytics Platform
Adjust – Adjust Suite
Swaarm – Explorer

Most Effective App Install Campaign
B&Q and Yodel Mobile – Driving App Store Visibility and Incremental Revenue for B&Q with Agile App Install Campaign
Driving Test Success and ConsultMyApp – Maximizing Budget Potential for Driving Test Success
Fitness AI and Replug – Scaling User Acquisition with a Holistic Approach
Home Fitness for Weight Loss and AdQuantum – x40 subscriptions in 6 months with SKAN and web-to-app campaigns
Marvel and Petrol Advertising – Marvel SNAP Launch
Vodafone Turkey and VMLY&R – Her ?ey Yan?mda Drop The Link!

Most Effective Augmented Reality/Virtual Reality Campaign
Countdown and Zappar – Countdown Bricks Farm
Unilever Lynx/Axe A.I. and Zappar – Lynx/Axe A.I. Launch Campaign
Vodafone Turkey and VMLY&R – Metaverse Shop
Vodafone Turkey and VMLY&R – Childrens Day with 5G

Most Effective App Store Optimisation Campaign
Angkas and M&C Saatchi Performance – Improving Google Play Store ranking for Angkas
B&Q and Yodel Mobile – Leveraging Unconventional ASO Techniques to Drive B&Q Business Success
Busuu and ConsultMyApp – App Visibility Unleashed: A Novel ASO Campaign for Busuu
Co-op and Apadmi – Driving Member Acquisition Through ASO
Product Madness and The71 – Optimising ASO at Product Madness
Upside and Moburst – The Cash-back Chronicles!

Most Effective Influencer Marketing Campaign
PlugSports and Moburst – An Influencer Marketing Slam Dunk!
Vodafone Turkey and VMLY&R – #RidiculouslyGreat Gaming w/ Enis Kirazoglu
Vodafone Turkey and VMLY&R – Your Money is Valuable at Vodafone

Most Effective Location Campaign
Jet2, Mobsta and Wavemaker Manchester – Jet2 Airport Proximity
Simpli.fi – HVAC Distributor Reaches Niche Audience With Location-based Targeting From Simpli.fi
Vodafone Turkey and Carat – Geotargeting Tailored for Sales Channel Convenience

Most Effective Mobile Advertising Campaign
EE, Essence & Picnic – EE Full Fibre Broadband
Kumu and AVOW – First UA Campaign Activation on Mobile OEMs and Alternative App Stores in the Philippines for Kumu
Marvel and Petrol Advertising – Marvel SNAP Launch
Unilever, InMobi and PhD – Closeup Voice Activated Campaign
Visa, Ogury and Starcom – How Ogury’s Cookieless Technology Helped VISA Engage Users During the 2022 FIFA World Cup
Vodafone Turkey and Carat – ASMR Unboxing

Most Effective Small Budget Campaign
Driving Test Success and ConsultMyApp – Maximizing Budget Potential for Driving Test Success
Good Earth Tea Co., Mobsta and Mediacom North – Good Earth, Good Energy
Hailr – Spur Spiderman: Across The Spiderverse Campaign
JoyGlitch and AppAgent – Tripling Monthly Installs for Wordling with User Acquisition and ASO
Vodafone Turkey – 25th November, I Exist
Vodafone Turkey and Carat – ASMR Unboxing

Most Effective Use of Data
B&Q and Yodel Mobile – A Data-driven Approach to Driving B&Q Incremental Revenue
Gamelight – Leveraging Data to Fuel AI Algorithms
Good Earth Tea Co., Mobsta and Mediacom North – Good Earth, Good Energy
Samsung and Vodafone Turkey – Vodafone & Samsung Data Usage in Programmatic Out of Home
Simpli.fi – Saint Lucia Tourism Authority Increases Web Traffic With Mediagistic and Simpli.fi
Vodafone Turkey and VMLY&R – November 25 – Every 11 Minutes

Most Effective User Acquisition Platform
Bidease: Transparent Mobile DSAP – Using Predictive Algorithms and ML to Grow Daily Installs X10: Bidease DSP & Messenger Home/Email Home
Gamelight – Leveraging Data to Fuel AI Algorithms
Mistplay – Mistplay Enhances its Loyalty Platform to Drive +23% Install Volume, +37% D7 Retention, and +31% D7 ROAS for Mobile Gaming Advertisers
Redbox Mobile – Astra by Redbox Mobile: A Revolution in Apple Search Ads UA
Upstream – Grow 

The post 2023 Effective Mobile Marketing Awards Shortlist revealed appeared first on Mobile Marketing Magazine.

Maybelline New York

The ‘Makeup Your Mix’ campaign, created in partnership with AI music and games agency, Splash, invites Roblox users to immerse themselves in captivating experiences, such as the Maybelline New York lounge and Graffiti Room. These virtual spaces enable users to unleash their creativity by experimenting with a wide range of Maybelline products. The campaign introduces six unique makeup looks, featuring popular Maybelline franchises such as SuperStay Vinyl Ink Lip and SuperStay Matte Ink Lip, as well as new innovations like Falsies Surreal Mascara and Color Tattoo Eye Stix.

The brand has also partnered with virtual DJ Kai to release her latest track, ‘Fantasy’. Users can take part in Kais listening party, and win a variety of Maybelline merchandise and clothing.

“As the leading makeup brand in the digital space, Maybelline is committed to providing consumers with new and exciting experiences that promote self-expression,” said Emily Arkells, Vice President of Digital for Maybelline New York. “Our partnership with Splash on Roblox allows us to seamlessly integrate our products into an interactive world. With a diverse range of virtual makeup looks created by talented makeup and 3D artists, users can now experiment with different styles and expressions within the virtual world of Roblox through the music game Splash. This collaboration perfectly aligns with Maybelline New Yorks core values of self-expression, play, and empowerment, making self-expression accessible to all, wherever they engage with our brand.”

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Not-for-profit organisation, Creative UK, 

The £35m Creative Growth Finance II (CGF II) fund will provide the investment needed to meet the targets set out in the UK government and Creative Industries Council’s recently published Sector Vision.

“Over the past decade, the UK’s creative industries have grown more than 1.5 times the rate of the wider economy, currently generating £108bn in economic value and employing 2.3m people,” said Creative UK Chief Executive, Caroline Norbury OBE. “However, this country’s talented creative businesses are experiencing a significant gap between their immense growth potential and access to the vital capital they need to succeed.”

Delivered in partnership with Triodos Bank, CGF II is the largest single fund to be delivered by Creative UK, following its investment of more than £50m into the UK’s creative industries over the past decade.

Tech expert Sjuul van der Leeuw, CEO of Deployteq said: “The creative industries are at a really exciting moment, with tech innovation like AI revolutionising areas such as marketing and creative production, so it’s fantastic to see the UK’s commitment to supporting this growth. This extra investment will enable companies to master emerging technologies and turbocharge the sector’s growth, adding significant value for businesses and the wider economy.

“The funding will also enable the onboarding and training highly skilled staff adds a new dimension to businesses’ creative offerings as well as their capacity to make use of automation-enabled technologies to boost the efficiency of critical processes and reach new audiences through channels such as email marketing” he added.

CGF II follows on from the first Creative Growth Finance fund, which launched in 2019 and has since invested over £17m into more than 30 creative businesses located across the UK and operating within sectors including film & TV, virtual production, video games, advertising and software.

The existing CGF fund portfolio has so far experienced an 108 per cent improvement of average monthly revenues, a 39 per cent headcount growth average with more than 225 jobs created, and nearly £19m raised in further third party funding.

Phillip Bate, Director of Business Banking at Triodos Bank UK, said: “Four years on from the launch of the first Creative Growth Finance fund, our partnership with Creative UK goes from strength to strength and continues to support companies at the forefront of innovation. For a bank only focused on financing projects with positive impact, we can see the social importance of these organisations to the UK. Creative UK’s expertise has been key to helping us grow our funding of this important sector.”

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