About The Client

When 7UP was founded in 1929, the brand was a pioneer in the beverage space. 7UP was the first lemon-lime soda and offered a fresh alternative to the colas. Since then, 7UP has been woven into the fabric of pop culture as a brand that has continued to challenge convention at every turn.

As the brand set out to introduce itself to the next generation, alignment with Live Nation’s EDC platform proved to be a perfect fit for 7UP. Through the partnership, 7UP was able to remain at the forefront of a cultural movement while amplifying the EDC fans' experience.

Behind The Project

The Challenge

For any brand, breaking through and driving relevancy with the millennial generation is a tall task. However, the optimism, energy, and inclusive atmosphere inherent to EDM served as a natural connection to link 7UP and its target consumer, the Millennials generation.

To enhance their presence in the EDM culture and fully integrate their brand into the EDC Vegas festival, 7UP created memorable on-the-ground and digital activations, connecting with their target consumer before, during and after the event.

Key Features

  • 7UP hosted an immersive, two story activation, known as Stage 7, providing fans with live performances from top EDM talent, unparalleled views of EDC Las Vegas, and DJ meet & greets
  • Exclusive sponsorship of EDC Curated, a first-of-its-kind online streaming experience, Powered by 7UP. EDC Curated fielded 50+ cameras at nine stages, including the #7x7UP camera feed of Stage 7
  • As sponsor of the the wildly popular ‘Live it UP Sweepstakes’, 7UP promised one grand prize winner a VIP prize package to EDC Las Vegas 2015.  This promotion is one of the most successful ones Live Nation has ever run
  • 7UP and EDC Las Vegas branded bottles were utilized for product sampling during EDM Biz Week Conference, at Marquee Day Club, and at shuttle drop points for fans returning from the festival



7UP LED Bracelets Taken By EDM Fans


7UP Branded Bottles Distributed


Enjoyed The Stage 7 Viewing Deck


Of Fans Hosted On Stage 7 Dance Floor

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