7-Eleven creates gamified interactive AR world for 40th celebration

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To celebrate its 40th anniversary celebration, 7-Eleven MY has launched Wonderland - an augmented reality (AR) experience where customers can explore four different themed worlds.

By scanning the QR-codes in stores with a smartphone, customers are able to play the interactive games of the 7-Eleven themed worlds through the use of Instagram filters.

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The worlds include water park-inspired Slurpee Splash, where users choose different colours of 7-eleven’s iconic Slurpee drinks to paint the slides.

Other worlds, such as 7-Verse, spotlight a controllable spaceman that can collect exclusive 7-Eleven snacks, while CAFéstival exhibits a carnival featuring 7CAFé foods, where users shoot down their desired items. In the final world, SoftScrapers, users simulate chomping down on fluffy soft serve ice cream towers through the filters.

Players who score big can post their results via IG story, and direct message screenshots to 7-Eleven on Instagram, where lucky winners stand a chance to win a PlayStation 5, Dyson Hairdryer, VR goggles and even an LG TV.

“Our goal for Wonderland is to enhance customers’ experience when they visit our stores. Good food, snacks and drinks, literally viewed through a different lens,” a spokesperson from 7-Eleven said in a statement.

7-Eleven worked on the campaign in partnership with Naga DDB Tribal and Cybernerdbaby.

A representative from Naga DDB Tribal said: “We envisioned Wonderland as a space not just for delicious snacks, but also how these foods’ unique features can instill a sense of wonder in customers, so they’ll always come back for more. It is all in line with our mission of being the experience makers for our client’s brands.”

The AR campaign also accompanies special promotional in-store prices for selected products, or ‘Wonder Deals’.

Recently, 7-Eleven also revamped its iconic Slurpee drink in a campaign daring Malaysians to be brave.

The campaign, titled "#BeraniKeranaSlurpee" (Brave because of Slurpee), positions the drink as liquid courage that enables a confident attitude.

It also acts as a rallying call for Slurpee fans to be confident in doing the things they love, everyday.

Kicking off the campaign was a short film that was released on 21 May.

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