Client: Salesforce
Agency: George P. Johnson: Experience Marketing
Project: Salesforce Dreamforce 2019
Role: Producer, George P. Johnson
Event Type: Conference and Expo
Event Duration: 4 days, November 2019
Participants: >100,000 Customers & Partners
Venue: Moscone Center, San Francisco, CA
Description: The Dreamforce “Campground” is an experiential expo housed in 250,000 square feet of Moscone South that saw over 35,000 unique visitors in 2019. I produced three of the central zones within the Dreamforce Campground.
The State Farm Customer Experience told the story of how State Farm employs Salesforce to get a 360 view of their customer in order to provide the best possible products and services. We brought the story to life by coupling digital and physical elements to embody three chapters in the life of the Garcia family. The audience progressed through a series of family milestones including their fist home purchase (home insurance), the birth of their child (life insurance) and the purchase of their child’s first car (auto insurance). In each chapter, an environmental vignette can be seen through transparent OLED screens running interactive content that visualizes the conversation between the State Farm agent, the end customer and the Salesforce products and services that make these relationships stronger over the course of a lifetime.
The Engie Customer Experience told the story of this global energy company’s commitment to move towards zero carbon emissions using solar, wind and hydro power. Progressing down a garden path, the audience interacts with fabricated representations of each alternate energy source to learn how Salesforce helps power those initiatives. At the conclusion of each chapter, a string of programmable LED lights creates a “chase” lighting effect that displays key messages on a circular LED band that surrounds the globe.
Industries Village was one of the most highly attended zones in the expo. It drew the audience into a series of deep dive demos showing how Salesforce products and services are employed across major industries to better service their customers. The zone included twenty-four unique demos staffed by Salesforce experts and a dedicated theater that delivered over fifty unique presentations from partners, customers and evangelists across eight major industries.