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Dreamforce 2023 once again highlighted the power of collaboration between Salesforce and GPJ, drawing in over 43,000 participants to the heart of San Francisco, and hundreds of thousands more online. Showcasing the intersection of Data, Artificial Intelligence (AI), and CRM, the Salesforce annual “family reunion” stayed true to its core mission of having fun, connecting and giving back.
For 15 years, Salesforce has trusted GPJ as its strategic ally, consistently pushing the boundaries of creativity to bring Dreamforce to life. From strategy and ideation to experience design, production and fabrication, to registration and F&B, this enduring partnership reached new heights in 2023, focusing on leading Tech’s hottest topic, AI.
GPJ crafted visually stunning and connected experiences using the metaphor of flowing water across the campus. Starting on Howard Street (transformed into Dreamforce National Park) with Trust Falls, the design cascaded into the Moscone Center, through Campground (Salesforce’s product expo), leading to Lodge Village, where attendees could dive deep into their area of expertise. The journey reflected the depth of AI expertise, as the metaphor served as the backdrop for a story that unfolded throughout the Dreamforce campus.
To make the complex concept of AI accessible, GPJ introduced the AI Basics Zone. Attendees engaged in hands-on experiences, including a trivia game featuring historical technologies, illustrating the evolution of trust in adopting new technologies. Oakland artist Swilk contributed a sculptural masterpiece symbolizing the vast possibilities of AI, while the Brainwaves surfing simulator game, developed in collaboration with Groove Jones, enabled attendees to ride a metaphorical AI wave.
Howard Street was transformed into an unparalleled brand spectacle. The outdoor wonderland showcased not only beautiful brand builds and innovative technologies, but more importantly, Salesforce's dedication to their customers, their robust sustainability mission and their steadfast commitment to social responsibility and the betterment of the community.
Woom, in collaboration with Salesforce, set up a bike building station midway through the Howard Street experience. Attendees actively participated in assembling bikes, with the completed bicycles donated to underprivileged children in San Francisco.
As always, the event was designed with accessibility and sustainability in mind. From waste reduction to recycling, reuse and reduction of materials at every step was prioritized. The reuse and reskinning of structures and technologies from previous years created a sense of familiarity blended with newness, building a stronger and more connected brand story.
Results:
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7% increase in registered in person attendance - 100% to goal
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46% increase in registered Salesforce + on-line attendance, 110% to goal
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24% increase of in person pipeline
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29.5 million social media impressions
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8.8 million views on X/Twitter
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92% positive sentiment on LinkedIn
Dreamforce Gives back to the Community:
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Over $6M raised for UCSF Benioff Children’s Hospital
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Over 7,000 native seedlings planted in the local community
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400 bikes built for local youth during event time period in partnership with Woom
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800 hours of community volunteering through local Dreamforce initiatives
Nomination Title: Dreamforce 2023
