Dive Brief:
- Sheetz, in partnership with Umi Games, has unveiled a custom map in the multiplayer online game Fortnite, the company announced on Tuesday.
- On the map, “Sheetz Run: Only Up,” players can climb over or swim through various Sheetz products to reach the finish line. Those who finish the obstacle course quickly can submit their time for the chance at $25,000 in prizes.
- Sheetz is the second c-store retailer to get its own map in Fortnite. 7-Eleven also designed a scavenger hunt that debuted in the game in 2023.
Dive Insight:
As c-store retailers look for ways to stand out from the crowd, gaming is becoming an increasingly popular marketing tool. It can help brands connect with younger shoppers, who generally view c-stores more favorably than older consumers.
"We are always looking for innovative ways to engage with our Sheetz Freakz and expand our reach," said Ryan Sheetz, executive vice president of marketing and supply chain at Sheetz. "This opportunity allows us to amplify our brand to individuals worldwide and connect with a new generation of players.”
There are prizes for the top 25 participants, and the player who submits the fastest Sheetz run can win $10,000.
There were also prizes associated with 7-Eleven’s Fortnite campaign, with participants asked to take screenshots of themselves at a hidden 7-Eleven map and share them on social media for a chance to win.
While Sheetz and 7-Eleven have made their marks on Fortnite, Circle K has worked with developer Niantic on the mobile game Pokemon Go. Many other c-store retailers have added minigames to their loyalty apps.
Editor’s note: This article was updated to make clear that this is not an official collaboration between Sheetz and Fortnite.
