With low awareness and community interaction across the Google+ feature-set, Google+ needed a solution that would help re-ignite interest across Italy and activate followers.

Leveraging the live tour of one of Italy’s biggest bands (Subsonica), we asked fans to create GIFs inspired by the group’s new single Di Domenica using the Google+ Motion GIF creator.

In return, we brought them closer to the group by displaying their GIFs live on the band’s jackets - through Google+ and wearable technology.

Across 13 Italian cities in front of an audience of 90,000, fan GIF sequences were constantly updated to make them contextually relevant to where the fans were based and in particular what ‘Di Domenica’ meant to them.

Through the smart use of an everyday item (their mobile) and a feature on Google+, we finally gave fans a way to get incredibly close to their idols. Something that was never possible became possible.

Supported by YouTube videos, pre-rolls and a social outreach programme, Subsonica asked fans to submit GIFs from their mobiles via Google+ using the hastag #gifdidomenica.

Successful fans were handpicked by Subsonica and given an intimate fan experience where they could meet the band and watch them perform live with their GIFs playing on every band member’s jacket.

Across 13 Italian cities in front of a live audience of 90,000 fans, GIF sequences were constantly updated to make them contextually relevant to where the fans were based and in particular what ‘Di Domenica’ meant to them.

Across a two month period, the Google+ “Incredibly Close” campaign achieved:

? 4x increase in community interaction on the Google+ Subsonica page

? Google+ Subsonica page views increased by 1,381% (270K to 4.1M)

? A 42% increase in Google+ followers

? Live GIFs seen by 90,000 fans across 13 Italian cities

? Over €600,000 generated in earned media

? Over 1.5 million views on YouTube

For the fans, it was a once in a life opportunity “I was honoured to be part of the show, it was a unique experience. Thanks for giving me this fantastic opportunity” – Alessia, Subsonica fan from Roma, Italy