7-Eleven continues its tradition of engaging on-the-go customers by tapping into car enthusiasm through a Fortnite metaverse scavenger hunt. This move blends social media outreach with gaming appeal to attract a younger audience. Furthermore, the initiative aligns with 7-Eleven’s goal of bolstering its delivery service, particularly among gamers. They also connect with their broader efforts to engage customers in unique ways.
TL;DR:
7-Eleven’s Fortnite scavenger hunt aims at young consumers, merging car culture and gaming to boost its online presence.
Players explore “There Car” Island for rewards by sharing island photos.
The initiative supports 7-Eleven’s delivery push and aligns with past interactive marketing efforts.
7-Eleven’s “There Car” Project Hits Metaverse Roads
Players are directed to “There Car” Island within Fortnite, a virtual realm featuring a customized 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 like $500 in 7Now Delivery credits and weekly fuel discounts at 7-Eleven and Speedway outlets.
This gaming endeavor follows the recent introduction of 7-Eleven’s retail media network. Furthermore, it connects a prior campaign where players could customize their cars in Rocket League using 7-Eleven branding. These exclusive features were unlocked with select product purchases from the store.
More About The Project
Marissa Jarratt, 7-Eleven’s Executive Vice President, Chief Marketing, and Sustainability Officer, emphasized the company’s commitment to connecting with customers through shared interests. The scavenger hunt is a testament to their acknowledgment of car culture, as evident in their engagement with car selfies (dubbed “carfies”) on Instagram, creation of car-themed merchandise, and development of their unique vehicle, Model 711.
7-Eleven’s marketing strategy has also embraced contemporary trends, like refreshing its image and musical collaboration. The “Anything Flows” campaign brought a fresh look to the Slurpee frozen drink’s logo and cup design, while a partnership with rapper Flo Milli resulted in a Slurpee-inspired song, showcasing the brand’s willingness to evolve and stay relevant in a dynamic market.
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Vineet
Vineet is a storyteller based in Mumbai. Having previously worked for various web2 organizations as a journalist, instructional designer, and event manager, he got into blockchain in early 2021. As a musician by passion, he fell in love with the digital megastructures building the future of art and creativity. He believes that web3 unlocks creativity at a higher level, and works towards onboarding music projects to the space.
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