Dreamforce 2024, held from September 17–19 in San Francisco, welcomed over 45,000 in-person attendees from more than 140 countries, marking its largest physical gathering since the pandemic. In addition to the on-site experience, millions participated virtually via Salesforce+, reflecting the strength of Dreamforce’s global reach and reputation.
As Salesforce’s agency of record, George P. Johnson managed the end-to-end experience strategy, design, fabrication, operations, production, and execution of the event.
The team worked closely with Salesforce’s internal strategic events, creative, and brand teams to deliver a cohesive experience across every touchpoint. The epic gathering spanned more than 1 million square feet of activation space and required the closure of two major city thoroughfares to accommodate immersive brand experiences, keynote venues, networking spaces, theaters, executive experiences, live concerts, partner showcases and more.
This year’s conference prominently featured AI innovations, particularly the announcement of the revolutionary new product, Agentforce. This resulted in a sizable onsite creative and messaging shift that had a 21-day turnaround to be executed. A true testament to the strength of a transparent, trusting and symbiotic partnership between agency and client, GPJ worked closely alongside Salesforce’s event and creative partners to successfully pivot and execution of over 30% of previously finalized activations and experiences—including more than 730 physical graphics and messaging assets—to fully reflect the new onsite brand elements without a hitch.
A shining example of this successful pivot was the deeply immersive Agentforce learning experience located in the campus’ launch zone —an area designed to educate attendees on Salesforce’s very latest and greatest innovations. Attendees were welcomed to a bright and expansive LED tunnel that was peppered with several intentional moments of learning, from interactive stations where attendees introduced their business challenges and desires, to informational visual content and soundbites providing education, concluding with personalized 1:1 education with a live Salesforce expert to finalize their first Agent-building experience.
Another celebratory highlight in the Dreamforce journey was Dreamfest, a blowout evening concert event featuring an incredible duo of headlining performances by P!NK and Imagine Dragons at Oracle Park. The night’s centerpiece was a dramatic drone performance across the sky above the ballpark—designed and produced by GPJ—to visually narrate the Salesforce and Agentforce story, symbolizing the brand’s trajectory toward the future.
As we brought Dreamforce to life, we did so with purpose: innovating not only for impact, but with intention, humanity, and responsibility at the core. That guiding principle was reflected across every aspect of the experience—from guest arrival and navigation, to the thoughtful use of technology in storytelling, to the integration of sustainable practices throughout the event design and execution.
Dreamforce 2024 demonstrated the ability to adapt and scale in the face of complex, late-stage changes. The partnership between Salesforce and GPJ enabled a coordinated and effective response to a significant onsite brand shifts with minimal disruption. The event was executed on time, on brand, and at scale, and with ultimate success.
Results
The numbers speak for themselves – Dreamforce didn’t just break records—it redefined what a launch can be. Thousands of autonomous Agents were built on-site. The consultation format we debuted is now being scaled globally across Salesforce’s ecosystem. Executive engagement soared. NPS climbed +9 points. And opportunities for content engagement increased with +19% YoY content sessions and 29.9M+ online viewers.
Additional highlights:
- Executive Summit attendees +11% YoY
- Executive meetings held +42% YoY
- +18% YoY increase in show rate from pipe-rich targets
- NPS 55 (+9 YoY)
- #1 MDP-driving event
- 88% of attendees felt more connected to Salesforce
- +10% YoY in marketing-driven pipeline
- +169% YoY increase in online viewers on Salesforce + (29.9M+)
