Salesforce’s Dreamforce Conference
An immersive, gamified, and sustainably-focused experience for 170,000 attendees and 10 million online viewers, highlighting innovation and social impact.
- Tags: Exhibits, Hybrid Events, Live Events
Client: Salesforce
Timeframe: 2018-2019
Collaborators: GPJ (George P. Johnson)
The Opportunity
Salesforce, named by Forbes as “the most innovative company in the world,” leveraged Dreamforce as its flagship marketing event, aiming to inspire customers—known as Trailblazers—to drive business success while embracing corporate social responsibility. Under contract with GPJ, MOSIS EXPERIENTIAL’S challenge was to create a four-day immersive event that not only engaged 170,000 attendees and 10 million online viewers but also delivered a lasting impact through sustainability and community-driven experiences.
The Approach
San Francisco’s Moscone Convention Center and surrounding areas were transformed into a nature-themed Dreamforce campus, embodying Salesforce’s mission through spaces like Trailhead and Dream Valley. Attendees explored a “National Park” environment complete with indoor waterfalls, ranger-clad docents, and interactive zones that explained Salesforce’s products. Throughout Dreamforce, custom-tailored sessions and gamified journeys rewarded attendees with badges and accolades, reinforcing the Trailblazer spirit. Howard Street became Dream Valley, featuring meditative zones, networking lounges, and a philanthropic area, culminating in Dreamfest—a concert that raised $15 million for UCSF Benioff Children’s Hospitals.
The Takeaway
Dreamforce set industry benchmarks for engagement, ROI, and sustainability, boasting a 98% recommendation rate, consistent year-over-year pipeline growth, and widespread media attention, including coverage by The Wall Street Journal.GPJ’s innovative design and strategic execution brought Salesforce’s vision to life, with eco-friendly initiatives like carbon offsets and compostable packaging underscoring its commitment to positive global impact. This event has since become an industry standard for experiential marketing, seamlessly blending education, entertainment, and social consciousness.
