Major convenience store chain Sheetz has teamed up with online game Fortnite to launch an epic collaboration featuring the new immersive custom map "Sheetz Run: Only Up!"
The branded experience lets the platform's 200 million active players join in on the fun as they take their characters on a run with a chance of winning prizes.
Created in partnership with gaming studio Umi Games, the effort marks one of the game's first convenience store-themed virtual experiences.
Umi Games & @sheetz take gaming to new heights! 🎮⚡️
— Umi Games (@UmiGamesStudios) January 21, 2025
Introducing our latest map in collaboration with Sheetz, Sheetz Run: Only Up! – the ultimate climbing challenge that brings the world of Sheetz to life. Get ready for a gravity-defying, flavor-packed adventure that’ll leave… pic.twitter.com/XxKgIdHKTt
To celebrate the occasion, Sheetz has issued a challenge to all players, inviting them to record their quickest runs and submit them to the UMI Games Studios Discord server.
Players with the top 25 fastest runs will split a prize pool of $25,000.
In a statement, Sheetz EVP of Marketing Ryan Sheetz highlighted how the campaign aims to engage with customers, or Sheetz Freakz, in new and exciting ways:
"I can't wait to dive into this map with my character while snacking on some epic Made-To-Order food!"
Meanwhile, Umi Games President Tom Parry shared how the developer helped build the project by providing comprehensive promotional support and handling creator partnerships.
Players can access the map by entering island code 1426-4763-1925 in the Fortnite search bar.
As one of the most popular games in the world, a Fortnite collaboration is every marketer's dream.
Its undying popularity and massive fan base have turned it into one of the advertising world's premier platforms for brand partnerships.
Going on a Sheetz Run
The Sheetz Fortnite experience is a formidable obstacle course inspired by some of the family-owned convenience store's most popular menu items.
Players will begin in a virtual parking lot before stepping into a fantastic gauntlet made out of Sheetz products.
Non-stop action will test every gamer's mental fortitude as they maneuver through Made-to-Order sandwiches, curly fries, Jalapeno Popperz, and Boom Boom sauce.
Leaderboards will be updated weekly to keep participants on their toes.
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The flexible and fun nature of Fortnite's overall narrative has transformed the hit video game into a marketing juggernaut, enabling collaborations with any and every brand under the sun.
Back in October, Hasbro brought three of its biggest board games to the Fortnite platform.
Later in December, superstar artist Mariah Carey made her in-game debut as a playable character.
That same month, LEGO and Fortnite launched a campaign for a new roleplaying game starring Madison Beer.
