Dreamforce: The Immersive Brand Festival

  • Salesforce.com’s Flagship Marketing Activity
  • 170k Registered Attendees and 10M Online Viewers
  • Immersive, Gamified, Personalized Journeys
  • Environmentally Sustainable
  • Consistent year-over-year pipeline growth

Forbes magazine regularly names Salesforce.com, the enterprise cloud computing company, “the most innovative company in the world.” Nowhere is this innovation better showcased, demonstrated and accessible than at Dreamforce, Salesforce’s annual user conference and flagship marketing event. Dreamforce is four days of learning, innovation, fun and giving back that embodies Marc Benioff’s vision that “The business of business is improving the state of the world.”

It’s an experience that celebrates, enables, and inspires the huge Salesforce customer base (whom they call Trailblazers) to learn about how Salesforce products drive business success, and how to become better corporate citizens.

 “Equal parts luau, spring break, rock festival, food drive, and TEDx.” – Wall Street Journal

GPJ has partnered with Salesforce since 2009, when attendance was hovering around 19,000. By 2017, that number had jumped to 170,000 registered attendees. GPJ’s complete suite of services are utilized for Dreamforce, including strategy, creative services, live production, event services, sponsorship sales and partner marketing, registration, housing, content, technology, transportation, security, staffing, VIP executive management and special events.

The entirety of Moscone Convention Center and hotels all over San Francisco were transformed into a massive National Park themed campus. Interactive installations, demos, workshops and hands-on experiences were brought to life in Campgrounds, Lodges and Stations where various Salesforce products were explained and highlighted.

Across the campus, space was filled with the sounds of crickets and birds, docents were dressed in ranger outfits, welcome and product stations were designed as park lodges, there were functioning indoor waterfalls, and large forest-based characters roamed the halls as the ‘Trailblazers’ (Salesforce’s term for their customers) completed their personalized journeys.

At Trailhead, GPJ’s creative and operations team helped Salesforce to design a learning-based event for developers and admins, where users ‘Blaze their own trail’ through Dreamforce workshops and tutorials in order to better understand Salesforce products and services, and earn badges for their accomplishments.

Howard Street was transformed into Dream Valley, a gateway into the brand experience where participants could network, relax, watch keynotes, meditate with Buddhist monks, participate in philanthropic activities and listen to a non-stop lineup of live music.

Not just thought leaders – global leaders – were featured in twelve keynote sessions. Former First Lady Michelle Obama, actor Ashton Kutcher and IBM CEO and Chairman Ginni Rommety came to inspire attendees with their thoughts on how individuals and companies can blaze new paths in the world – in work and in life.

AT&T Park served as the 2017 home of Dreamfest, a night where Salesforce celebrates attendees, by hosting a concert with Lenny Kravitz and Alicia Keys, which doubled as a benefit that raised $15M for UCSF Benioff Children’s Hospitals.

Salesforce lives its brand mission by partnering with GPJ to ensure that Dreamforce is a sustainable event. This year, 100% of onsite event emissions were offset, hundreds of “green angel” employee volunteers helped attendees recycle and compost during lunch, 100% compostable packaging was sourced for lunch, and over 5 million gallons of water were conserved by eliminating beef from the menu.

 

Dreamforce continually sets new industry benchmarks on everything from satisfaction (98% would recommend to others) to event reach (10M online viewers) to ROI (pipeline growth year-over-year). GPJ is proud to partner with Salesforce to reimagine what a conference feels like, and with thousands of lives left inspired, motivated and better prepared to execute on their roles, Dreamforce is a true embodiment of Salesforce’s vision to improve the state of the world.