Popular convenience store chain 7-Eleven recently announced an exciting collaboration with the globally famous video game Fortnite. The company is hosting a virtual car meet up for fans, gamers, and car enthusiasts within Fortnite’s metaverse.
This innovative activation represents the evolution of 7-Eleven’s engagement with car culture into the digital realm.
Bringing a Real-World Community Together Virtually
For years, 7-Eleven has cultivated strong connections with car communities on platforms like Instagram. The company regularly reposts photos of fans’ vehicles, also known as “carfies,” and has developed merch and products catered to automotive aficionados.
Now 7-Eleven is taking things to the next level by working with Fortnite to create a one-of-a-kind virtual car meet up. This provides an engaging new way for the brand to converge its audience of gamers and car lovers.
winning a statue of my gamertag in Fortnite would make my mom so proud😎https://t.co/jjt1llkVcl
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— 7-ELEVEn (@7eleven) August 17, 2023
How the Epic Scavenger Hunt Works
7-Eleven has masterfully integrated this activation into Fortnite’s gameplay:
- Players must find hidden 7-Eleven branded cars across three different Fortnite maps. Clues revealed on 7-Eleven’s social channels point the way.
- Each car contains a piece of a map code. Collecting all three unlocks the special “There Car” Island meet up map.
- On this exclusive island, players can explore 7-Eleven buildings and locate Easter eggs. They can take photos at a designated spot to prove attendance.
- By sharing their event photos on social media, players are entered to win amazing prizes like gaming chairs, 7-Eleven delivery credit, and discounted gas.
Why Fortnite Was the Perfect Platform
With over 350 million registered players globally, Fortnite was the ideal virtual stage for 7-Eleven’s meet up. Some key reasons it made sense:
- Massive reach to a highly engaged gaming audience. Many are also car and 7-Eleven fans.
- Fortnite’s metaverse provided creative freedom for a customized activation.
- Scavenger hunt format fits seamlessly with Fortnite’s core gameplay.
- Photo op and prize incentives encourage social sharing and virality.
- Epic Games’ brand-friendly policies allow for natural branded integrations.
7-Eleven’s Trailblazing History of Digital Innovation
While this Fortnite collaboration is a digital-first for the convenience retailer, 7-Eleven has consistently been an innovator online:
- 7NOW delivery app with real-time order tracking and millions of users.
- One of the first brands to release a product NFT last year for its 96th birthday.
- 7-Eleven has a thriving social media presence with creative brand marketing campaigns.
- Early adopter of digital loyalty programs and mobile payment.
- Engages with new platforms like TikTok using strategies that feel native.
Future Possibilities in the Metaverse with 7-Eleven
The immersive Fortnite activation provides exciting glimpses into 7-Eleven’s future metaverse potential:
- Hosting more virtual events beyond just car meet ups to engage diverse communities.
- Launching branded virtual products or NFTs within Fortnite.
- Potential for virtual stores and gas stations that unlock real world rewards.
- Collaborating with other metaverse platforms like Roblox or emerging VR worlds.
- Continuing to lead among retail brands in adopting cutting edge digital experiences.
The 7NOW Delivery app can be downloaded from Google Play, App Store or 7Rewards.com
Conclusion
7-Eleven’s one-of-a-kind Fortnite scavenger hunt showcases how the brand stays culturally relevant by evolving with emerging spaces like the metaverse. This innovative gaming collaboration successfully brought together 7-Eleven fans across demographics by leveraging digital engagement.
Given the convenience retailer’s track record, this is likely just the start of 7-Eleven’s creative plans to conquer the virtual frontier.
FAQs
What can players explore on the exclusive “There Car” Island?
The island features a customized 7-Eleven store and gas station along with Easter eggs and a photo op spot to prove virtual attendance.
What prizes can be won from the social media share contest?
Prizes include gaming chairs, immortalized Fortnite gamertags, $500 in 7NOW delivery credit, and discounted 7-Eleven fuel.
What gameplay mode is required to participate in the scavenger hunt?
Players must access Fortnite’s free Creative mode gameplay to join the virtual car meet up.
Where are clues to find the hidden cars revealed?
Clues are announced on 7-Eleven’s Instagram and other social media channels.
How many custom Fortnite maps were created for the activation?
7-Eleven cars were hidden across three different Fortnite islands for players to explore.
Does the meet up experience require a VR headset?
No. The Fortnite virtual meet up can be enjoyed without a VR headset on PCs, consoles, and mobile devices.
Can players only find one car on each map?
Multiple 7-Eleven cars are hidden across each of the three Fortnite island maps.
Is this the first gaming collaboration for 7-Eleven?
Yes, this is 7-Eleven’s first major integrated campaign within a video game metaverse.
What hashtag should be used when sharing meet up photos on social?
Use hashtags #7ElevenSweepstakes and #ThereCar to enter the contest when sharing photos.
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