How 7-Eleven Turned Car Culture into a Brand Growth Engine
From "Where car?" comments to "Fortnite" and Hot Wheels, 7-Eleven showed how creator-led fandom strategy can drive relevance and measurable business impact
During a session at the 2026 ANA Creator Marketing Conference, Marissa Eddings explained how 7-Eleven built a creator-led fandom strategy rooted in car culture. By listening boldly, investing in community credibility, and building a flywheel from UGC to IRL participation, the brand turned a niche passion into scaled relevance and brand growth.
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