G7 believes in the power of the fan.
The agency’s philosophy is to approach its work through the lens of unforgettable fan experiences blending strategy and creative to emotionally connect; understanding that when brands put fans first, everyone wins.
These experiences used to happen in-person with people coming together, as fans, around a shared passion. Today, people crave connectivity and community more than ever. And as we all navigate this new normal, G7 is doing what it has always done – building programs that allow brands to harness the power of the fan. A power that remains unwavering.
G7 helped catapult the Salesforce brand into hearts and minds worldwide by securing a U2 performance at Dreamforce along with a two-year global tour sponsorship. The presenting sponsor of the iNNOCENCE + eXPERIENCE Tour, Salesforce leveraged the U2 partnership across its entire marketing mix. G7 developed and delivered program strategy, messaging, and experiential activation for B2C, B2B, and VIP audiences throughout the tour across 13 cities in seven countries.
With the creation of the “Salesforce + U2 Rock and Roll Lounge,” Salesforce was able to entertain select B2B attendees with backstage tours, on-stage photos, and visits with U2’s crew members. For fans, G7 created consumer facing U2 + Salesforce branded live graffiti art and photo marketing installations that included (RED) philanthropic messaging. Through G7’s strategy and activation elements along the entire tour, Salesforce was able to intimately connect thousands of guests with an incredibly unique U2 experience.
For the past ten years, G7 has worked with Cisco to curate and book talent for its world-renowned annual conference, Cisco Live, which is designed to provide education, connections and inspiration for customers and partners. Headline talent has included Foo Fighters, Aerosmith, Bruno Mars, Imagine Dragons, Maroon 5 and more.
Due to the size of the event, which typically brings together over 30,000 people in a single host city, G7 worked with Cisco to quickly pivot when it became evident that an in-person event would not be possible due to the COVID-19 global pandemic.
The Chainsmokers, Fall Out Boy, and Joan Jett were locked in and announced to attendees, and knowing the team would need to up the ante to engage audiences virtually, G7 layered in an added surprise and delight elements... Sting and Dave Matthews pre-recorded special performances as well as Charles Kelley from Lady A doing a Q&A session with Cisco Chairman and CEO Chuck Robbins.
FUJIFILM has been a leader in the camera and film space since 1934, but the brand needed to reach new audiences and drive sales of their instax product with the next generation of consumers. What better way to reach the GenZ and millennial market than through a partnership with the TAYLOR SWIFT reputation STADIUM TOUR? G7 developed, designed, fabricated, and managed a photo-centric activation that showcased the full line of instax cameras, while highlighting the Taylor Swift Edition SQUARE SQ6. The 53 stop global tour reached 120,000 fans across seven countries helping to push instax series sales over 8.5 million units.
G7 teamed up with White Claw to flawlessly execute a luxury weekend getaway to Vail, CO for fifty influencers and key gatekeepers, building a blueprint for future Wavemaker influencer events. The attendees of the White Claw Ball were treated to a welcome reception, spa treatments, full ski packages, and an unforgettable main event with a gourmet White Claw pairing dinner and a photo-worthy ice bar and lounge.
G7 has collaborated with Ram on music strategy for over a decade, and it is the brand’s genuine connection with artists and entertainers that was the basis for Ram Jam Sessions, a digital content series hosted on Facebook Live.
All aspects of the stream were managed by G7, including coordinating and contracting talent, creating a social plan for all partners and facilitating video content capture. The result is a fully-packaged concert production stream with consistent sound quality which began in artists' homes and then transitioned into recording studios, continually keeping viewers tuned in. G7 also coordinated efforts with Ram partners including National FFA Organization, Harman Kardon and SiriusXM to support and amplify messaging around the events.
Having produced 18 live stream events throughout 2020 with artists Tenille Townes, Jordan Davis, Lindsay Ell, Larkin Poe, Charlie Worsham, Maddie & Tae, Hardy and many more, the aggregate results netted in 6M+ reach and 3M+ views with the series landing at #11 on Pollstar’s live stream yearly chart.
Additionally, the performances were recognized in a TV spot that aired during the summer’s CMT Celebrates Our Heroes: An Artists of the Year Broadcast Special. Stay tuned for more artists that will round out the 2020 year.
Mike’s Hard Lemonade Drink on the Bright Side campaign was brought to life for consumers through its interactive and visually arresting branded display footprint, which included a lemon ball pit photo op, and hanging hammock chairs where consumers could kick their feet up and beat the summer heat with an ice cold Mike’s Hard Lemonade.
Engaging with over 500,000 consumers from coast to coast, the Bright Side Bar brought “the happy” to festivals and events all summer long.
"Built for the Wild" isn’t simply a tagline for YETI, it’s a way of life. G7 designed a custom activation to bring their “Kick Plastic” campaign to life at lifestyle, music and BBQ events. Four 300-gallon water silos were built to dispense free, cold, filtered water and encourage the reduction of single-use plastic water bottles. During the two-year program, the YETI water silos eliminated the waste of over 260,000 plastic bottles. For consumers who did not have a reusable bottle to refill, the YETI retail display provided an opportunity to buy products including drinkware, coolers and accessories. Those who purchased a YETI Rambler and committed to kicking their plastic habit were rewarded with a drink token good for a cold beer at the event.
The Acura Festival Village was a consumer-friendly hub that quickly became the most talked about music and happy hour destination at the 2019 and 2020 Sundance Film Festival in Park City, UT. The heated patio lounge, featuring the entire Acura vehicle lineup up, complimentary beverages, charging stations, and most importantly, great live music.
Across the ten-day activation, G7 programmed the Acura stage with a dynamic lineup of power acoustic sets, thought provoking panels, high-energy headliners, and a resident celebrity DJ, creating precision crafted performances day and night.
With over 35 performers, three industry-relevant panels, and two celebrity-driven premieres and parties, thousands of festival goers and music fans were able to experience 450+ hours of G7's "Curated Discovery" programming; clearly establishing the Acura Festival Village as the premier entertainment destination while bringing Acura the cultural relevance that the brand sought.
Event Marketer took note and featured the Acura Festival Village in their Best of the Fest recap of the Sundance Film Festival.