G7 Entertainment Marketing is a fully integrated entertainment marketing agency specializing in entertainment strategy, talent booking, event production and activation, and premium experiences.
G7 believes in the power of the fan. The team is made up of fan-first thinkers, doers, and evangelists. The agency’s philosophy is to approach its work through the lens of unforgettable fan experiences blending strategy and creative to emotionally connect, because when brands put fans first, everyone wins.
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.
Diet Coke enlisted G7 to leverage its partnership with Taylor Swift to create and deliver a massive sampling campaign reaching hundreds of thousands of millennials throughout the USA. Reinforcing the brand’s style and sophistication, G7 designed, fabricated, and deployed one-of-a-kind grab-and-go sampling stations to deliver ice-cold product to thousands of fans upon exiting the venues at over 60 tour stops. Pre-show activations, including two Diet Coke + Taylor Swift branded photo marketing activations, drove emotional connections between the fans and the brand.
The Diet Coke + Taylor Swift program exceeded sampling goals by consistently reaching more than 40 percent of all female concert attendees aged 13 and up while generating and solidifying positive brand awareness through signage, lifestyle, and sampling activities.
Sage Summit is the premier customer and partner event for Sage products. For the second consecutive year, G7 was hired to book talent and develop ’only seen here’ content in order to increase attendee numbers and social media traffic. With a need for a mix of musical performance and speakers for the event, G7 was able to book a multitude of globally recognized talent for the event including: The Killers, Houndmouth, Ashton Kutcher, Gwyneth Paltrow, Zooey Deschanel, Richard Branson, Daymond John, Robert Herjavec, Yancey Strickler, and Mike Ditka.
Ram Trucks tasked G7 to identify relevant talent in an effort to broaden its consumer appeal. G7 developed a multi-year strategic and comprehensive partnership aligning Ram Trucks with reigning five-time CMA and ACM Female Vocalist of the Year, Miranda Lambert. The campaign incorporated exclusive content that supported an extensive mix of advertising, promotions, and PR activities including an appearance on ABC’s Good Morning America; a national and regional advertising campaign across TV, radio, print, and digital channels; a Lambert composed and produced “Roots & Wings” custom song and music video; a Lambert concert tour integration; ACM and CMA Awards show integrations; philanthropic support of Miranda’s MuttNation Foundation via a truck auction; and a Ram Trucks product placement in the “Little Red Wagon” music video.
Results were off the charts, including increased brand awareness among truck intenders and Country Music fans, increased brand opinion and consideration among females, Top 10 Country Music downloads for “Roots & Wings” during the release week, over 2.5 million “Roots & Wings” music video streams, over 20 million “Little Red Wagon” music video streams, extensive social media engagement, and over 66,000 dollars raised for Lambert’s MuttNation Foundation.
As the official beauty sponsor of the NFL, COVERGIRL wanted to engage female fans by offering them team-inspired nail art – “fanicures” – using the COVERGIRL Outlast Stay Brilliant nail line at COVERGIRL “Nailgating” events in seven select NFL team markets including the Dallas Cowboys, the New York Giants, the Minnesota Vikings, the New England Patriots, the Cincinnati Bengals, the Baltimore Ravens, and the Chicago Bears. G7 handled all activation elements including design, fabrication, routing, on-site activities, hiring of manicurists, and brand staffing. The program received national media coverage on ESPN and delivered almost 1,000 mini-manicures, more than 500 shared fan photos, and over 2,500 branded prize giveaways.
Building on the ’Strong is Beautiful’ Campaign, Pantene partnered with the Selena Gomez 2016 Revival Tour and enlisted G7 to create a fan-focused activation for the "next generation of beauty buyers" that allowed them to engage with Pantene products while taking their concert experience to the next level.
Across 41 North American show dates, G7's concourse social media-linked fan activations including The Hair Flip Station photo activation and Backstage Dressing Room product demo area, allowed Pantene to engage with approximately 328,000 fans. Fans received samples of Pantene Airspray and Expert Shampoo & Conditioner and shared 4,395 Hair Flip videos and 6,000 Backstage Dressing Room photos across their social media channels.
In an effort to build on the brand’s momentum, G7 was tasked with creating Fireball’s consumer-engagement program that would introduce its product to mass amounts of people in an authentic Fireball way. G7 developed and executed a sampling driven music festival strategy that brought the brand to 85 festivals in 2016 with activations ranging from a large bar with fan interactives to nimbler activities on camp grounds. This ongoing program has delivered more than a half a million samples while making millions more friends along the way.
In 2016, the Music City Bowl engaged G7 to design, create, and manage on site elements of its Fan Zone Hospitality Area in the heart of downtown Nashville. Stretching over five city blocks, G7 created a one-of-a-kind fan experience including crafting custom 70’ by 50’ branded team hospitality tents for the University of Nebraska and the University of Tennessee to serve as a home base to connect with other fans, alumni, and friends. The Fan Zone also included several interactive areas including sponsor activations and custom food and beverage stations, including a wood fired outdoor kitchen equipped with 11 Nashville chefs who treated many of the nearly 70,000 football fans over the two-day event.