7-Eleven Revs Up the Virtual World With Fortnite Car Meet Up

North Texas-based 7-Eleven's marketing trailblazers are driving into Fortnite with a pioneering digital car meetup. Gamers and car aficionados can gear up for an "ultimate scavenger hunt" to unlock access to a secret island and discover exclusive 7-Eleven branded cars. And the prizes? Absolutely "epic."

7-Eleven is shifting gears into the gaming universe with a “first of its kind” interactive challenge on the popular video game Fortnite. While North Texas has seen its fair share of car rallies, this one is on virtual terrain.

Capitalizing on the car enthusiast community on Instagram, the Irving-based convenience retailer wants to take the classic car meet-up to the “next level.” In an announcement, 7-Eleven invited gaming aficionados and car fanatics to an “ultimate scavenger hunt” sprawled across three Fortnite maps with custom islands.

Clues revealed on 7-Eleven’s social channels will lead players to specially designed 7-Eleven® branded cars (likely including “Model 711.”) Once located, these vehicles reveal portions of a code that grants access to the paramount destination: the “There Car” Island.

On the virtual isle, players can traverse a tailor-made 7-Eleven store and gas station, discovering easter eggs and snapping photos with 7-Eleven-branded vehicles. Sharing snapshots on Instagram, using the designated hashtags #7ElevenSweepstakes and #ThereCar, pits participants for a chance to nab prizes like a bespoke gaming chair, a statue immortalizing gamertags, and in-store credits.

Marissa Jarratt, 7-Eleven’s executive vice president and chief marketing & sustainability officer, says the company is embracing its “customers’ love for car culture.”

“We’re always keeping a pulse on our customers’ passion points so we can show up for them in unexpected ways,” she said in a statement. “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.”

Jarratt said gamers can also expect a curated collection of “car-inspired merch.” And for those “who can’t peel themselves away from the action,” the 7NOW Delivery will be ready to deliver snacks and drinks.

The Fortnite challenge, while inspired by the game, is a standalone creation and hasn’t been endorsed by Epic Games Inc., 7-Eleven notes. For more details on participation, fans can turn to 7-Eleven’s official rules.

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