7-Eleven continues its tradition of attracting mobile customers by tapping into automotive enthusiasm through a Fortnite metaverse scavenger hunt. This move combines social media reach with gaming appeal to attract a younger audience. In addition, the initiative aligns with 7-Eleven’s goal of strengthening its delivery service, especially among gamers. They also align with their broader efforts to engage customers in unique ways.
TL;DR:
- 7-Eleven’s Fortnite scavenger hunt targets young consumers and combines car culture and gaming to boost its online presence.
- Players explore the island “There Car” for rewards by sharing island photos.
- The initiative supports 7-Eleven’s delivery push and ties into previous interactive marketing efforts.
7-Eleven’s “There Car” project reaches Metaverse Roads
Players are referred to “There carIsland in Fortnite, a virtual realm with a custom 7-Eleven store and gas station. To participate, users must share a snapshot of themselves at a designated location on the island. This also offers them the chance to win rewards such as $500 in 7Now Delivery credits and weekly fuel discounts at 7-Eleven and Speedway stores.
This gaming effort follows the recent launch of 7-Eleven’s retail media network. Additionally, it ties into a previous campaign where players could customize their cars in Rocket League using 7-Eleven branding. These exclusive features are unlocked with select product purchases in the store.
More about the project
Marissa Jarratt, 7-Eleven’s Executive Vice President, Chief Marketing and Sustainability Officer, highlighted the company’s commitment to connecting with customers through shared interests. The scavenger hunt is a testament to their recognition of car culture, as evidenced by their involvement in car selfies (called “carfies”) on Instagram, the creation of car-themed merchandise, and the development of their one-of-a-kind vehicle, the Model 711.
7-Eleven’s marketing strategy has also embraced contemporary trends such as image refresh and musical collaboration. The “Anything Flows” campaign brought a fresh take on the logo and cup design of the Slurpee frozen drink, while a collaboration with rapper Flo Milli resulted in a Slurpee-inspired song, demonstrating the brand’s willingness to evolve and be relevant to stay in a dynamic market is demonstrated.