7-Eleven, Inc. has said it is bringing car fanatics and gaming enthusiasts together for a first-of-its-kind interactive challenge via online video game Fortnite in its latest digital marketing concept.
In an announcement, the retailer said: “After years of cultivating a relationship with the car community on Instagram, 7-Eleven is taking car meet ups to the next level by inviting fans to meet up virtually for the ultimate scavenger hunt across three Fortnite maps.”
Bridging the gap between social media and the Metaverse, participants in the challenge will use clues revealed on 7-Eleven’s social channels to find 7-Eleven branded cars across a series of custom Fortnite islands. These can then be used to unlock a special 7-Eleven map and virtual car meet up, the retailer said.
The launch follows a similar campaign which was introduced over a year ago, where consumers could customise their cars in the game Rocket League with 7-Eleven branding.
In the latest challenge, further deepening ties between social channels and the virtual world, players who share their photo from the designated spot to Instagram and X will have the chance to win a range of prizes such as a custom gaming chair, immortalized gamertag statue to live on the island, $500 in credits for use on 7NOW® Delivery, and weekly fuel discounts at 7-Eleven or Speedway branded fuel locations.
“We are always keeping a pulse on our customers’ passion points so we can show up for them in unexpected ways. We’ve embraced our customers’ love for car culture by re-posting their car selfies, or ‘carfies’, on Instagram, curating a collection of car-inspired merch, and even designing our own set of wheels with Model 711,” said Marissa Jarratt, 7-Eleven’s Executive Vice President, Chief Marketing & Sustainability Officer.
She added: “We’re now going full send by transporting our customers’ love for cars to the virtual realm for a one-of-a-kind gaming experience.”
