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.
To coincide with the launch of the EWC's League of Legends tournament, the organization staged a street marketing activation in Paris this Wednesday, July 15, deploying a fleet of four 3.5-tonne trucks fitted with LED displays. The convoy deliberately targeted the headquarters of top French rivals Team Vitality and Karmine Corp, before making its way to the competition's official venue.
La suite des problèmes devant Vitality
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.
#G2Esports #EWC2026 #EsportsWorldCup #LeagueOfLegends #LoL #G2ARMY #Seoul #LEDTruck #OOH #OutdoorAdvertising #Korea July 2, 2026. 🇰🇷 Our 25-ton and 3.5-ton LED trucks toured Seoul, filming G2 Esports content. Thanks, @G2esports. See you again in Korea!
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.
All that talk just to get grouped
Didn't G2 make it further than KC, even after no break as G2 was at MSI? Know your place.
? They got eliminated in groups and KC is in Grand Final