7-Eleven is bringing a virtual car meet up and its car-themed advertising to Fortnite.
Brand fans, car fanatics and gaming enthusiasts are brought together for a first-of-its-kind interactive challenge on the online video game.
The partnership aims to engage young consumers by combining the brands social media presence with the gaming platform. It also aligns with the brand’s strategy to attract gamers and promote its delivery service, which is often marketed to gamers.
Consumers can participate in a scavenger hunt to find branded cars across different Fortnite islands within the game. By using clues posted to the brands social channels to find branded cars, players can unlock access to a special map, ‘There Car’ Island, that is host to a virtual car meet.
To bridge the gap between the metaverse and social media, consumers who share a photo of their designated spot on Instagram or X, formerly Twitter, can win prizes like a custom gaming chair, an immortalised gamertag statue for use on the special island or $500 in credits to be used for 7Now Delivery and weekly fuel discounts at 7-Eleven and Speedway locations.
The scavenger hunt leads consumers to ‘There Car’ Island, which features a custom built 7-Eleven store and gas station.
Marissa Jarratt, 7-Eleven’s Executive Vice President, Chief Marketing & Sustainability Officer, said: “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.”
“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.”
