Fanta and Snapchat have partnered with 7-Eleven across Australia on an interactive map retail campaign. The promotion runs through October 4, 2026, offering a 10,000 Australian dollar travel voucher prize.
Users are directed into physical 7-Eleven stores to drive sales of the newly released Fanta Fantasies drink range.
How the in-store map mechanic works
Snapchat brought its Promoted Places format to Australia for the campaign. The app displays a floating bottle icon on the Snap Map over 7-Eleven storefronts. Users open the map to find nearby stores, visit with friends, and take a screenshot within the application while on site. Customers then scan a QR code on the Fanta Fantasies packaging to submit their screenshot on a landing page.
Map pins are paired with full-screen takeovers, including First Snap and First Story formats that launch when a user opens the platform. EssenceMediacom handled media planning. Ogilvy Australia created the campaign creative, featuring creator-led video content.
“What Snapchat offers is something genuinely different: more than 8 million Australians already on the platform, already using Snap Map to find their friends and decide where to go next.”
Active users on the mapping tool exceed 8 million monthly in Australia and 450 million globally, according to Snap. Entry is open once per person daily. No retail purchase is necessary to participate.
Shifting convenience foot traffic from screens to aisles
Convenience operators across Asia-Pacific face rising digital customer acquisition costs. They still need younger shoppers walking through physical doors. Smartphone location triggers remove friction between seeing an online drink ad and grabbing a can from an impulse chiller. For 7-Eleven, turning storefronts into active map nodes tests whether geolocated mobile mechanics can lift basket sizes beyond single drink units.
Drink makers like Coca-Cola face a fragmented convenience retail market. Younger demographics regularly ignore standard endcap displays and static transit posters. By requiring shoppers to physically enter a 7-Eleven to complete entry, Fanta shifts marketing spend from passive impressions to verified foot traffic. Conversion at the shelf remains the primary risk, since free entry terms do not guarantee a register sale.
Pushing digital utility across retail networks
Across the region, convenience chains are investing in digital inventory visibility and gamified mobile loyalty tools. Retailers in Japan, South Korea, and Southeast Asia have tested augmented reality and app check-ins to defend foot traffic against on-demand delivery apps. Tying sponsored map pins to physical store footprints gives national chains an edge over independent grocers who lack single-network media scale.
Entries close at 11:59pm AEDT on October 4. Judging for the 10,000 Australian dollar squad travel prize takes place on October 12, 2026.
