G2 Esports launches an activation in Paris with its "WHEN DOES G2 PLAY?" campaign

G2 Esports is continuing the rollout of its "WHEN DOES G2 PLAY?" marketing campaign, capitalizing on one of the ecosystem's well-known memes on the occasion of the Esports World Cup.

As part of the launch of the EWC's League of Legends tournament, the organization orchestrated a street marketing activation in Paris this Wednesday, July 15, mobilizing a fleet of four 3.5-tonne trucks equipped with LED displays. The setup strategically targeted the headquarters of leading French competitors Team Vitality and Karmine Corp, before heading to the competition's official venue.

This operation is part of a "brand marketing" strategy; the first installment of the campaign had been activated in Seoul, targeting the headquarters of Korean organizations T1 and Gen.G. 

In 2022, ahead of the VCT Game Changers Championship, G2 had already deployed a large-scale activation around its "House of Gozen" brand in Berlin, illustrating the organization's desire to turn sporting rivalry into a lever for visibility.