Snapchat and Fanta have launched Australia’s first Promoted Places competition, using the Snap Map feature to direct users into 7-Eleven stores for the new Fanta Fantasies line.
Running exclusively on Snapchat through October 4, the campaign displays a floating Fanta Fantasies bottle icon at 7-Eleven locations on the interactive map.
The companies say the initiative targets Gen Z users by integrating location-based discovery with app-opening placements like First Snap and First Story, alongside creator-led promotional content.
Planned by media agency EssenceMediacom with creative by Ogilvy, the campaign leverages Snapchat’s Australian user base of over 8 million people to drive physical foot traffic rather than traditional digital ad engagement.
“Gen Z is one of the most valuable audiences for any brand, but one of the hardest to engage outside channels where they have already tuned out,” said Natalie Takchi-Fleming, client partner at Snap Inc ANZ. “Promoted Places means a brand can complement that behaviour rather than interrupt it.”
To enter the contest, participants locate the Fanta bottle icon on the Snap Map, visit a 7-Eleven store with friends, take a screenshot of their location on the map while in-store, and upload the image via a QR code on the product packaging.
Entries will be judged on creativity and originality, with the winning group receiving a $10,000 travel voucher. No purchase is required to enter, and participants may submit one entry per day until October 4. The winner will be selected on October 12.
The Fanta Fantasies range is available at 7-Eleven in Creamy Dreamy and Blissful Hibiscus flavours.
- Further reading: FamilyMart taps AI to develop new sweets.
