evm_october-2024 - 44

SPOTLIGHT
4. NEXT-LEVEL CONTENT
ENGAGEMENT
With high-profile speakers including
NVIDIA's Jensen Huang, Jane Goodall
and Matthew McConaughey; much-anticipated
keynotes; and hundreds of sessions,
the amount of content produced during
Dreamforce is staggering. Streamed live
on Salesforce+, day one alone garnered
more than 1 million views, according to
NOMOBO, the broadcast partner with a
full production studio on-site and remote.
Soledad O'Brien anchored discussions with
industry visionaries in a morning newsstyle
set right on the show floor, a broadcast
turned into activation. More than 400 sessions
became available as video on demand.
Would you rather listen over lunch? Tune
in from anywhere on the app. No time
to listen or watch? Many sessions offered
key takeaways summaries by Einstein,
Salesforce's AI.
5. HANDS-ON WITH ROBOTS
With AI " agents " the stars of the event, it
was not surprising that robots were everywhere-from
walking around Dreamforest
to serving chocolate-dipped waffles. But
what was surprising was the intense handson
experience in the Agentforce Launch
Zone, where hundreds of attendees were
seated at long tables and spent time building
functional AI agent prototypes for their
companies. Experts were on hand for guidance.
More than 10,000 such autonomous
agents were built on-site during the event.
6. LOW-TECH IDEATION
With all the focus on robots, it was cool
to see old-school touchpoints like the Idea
Wall, where attendees could write their
thoughts about using the Prompt Builder
44
EVENT MARKETER FALL 2024
and Agent Builder (ironic!) on a card and
pin them to the cork board, which was
nearly filled by day two. The action was
also in full swing around the LED whiteboards,
where attendees could join their
peers in collaborative workshops. Nobody
was looking at their phone there.
7. ACCESSIBILITY FOR ALL
Staffers ready to help people with special
needs were available at every entrance. They
could also get required services at the help
desk, and the neurodivergent community
and anyone feeling a little overwhelmed
could get noise-reducing earplugs and fidget
toys. Designated cool-down spaces were
available, and most attendees who needed
a minute to reset appreciated the calming
setting with dimmed lights in the hallways
between venues.
8. NOT A SHOW FLOOR
For starters, it's called Campground. And it
feels nothing like a traditional show floor. A
vibrant yet intimate space under sequoiasized
trunks was designed to be a common
experience for Salesforce and its key partners.
Color and targeted lights identified
different areas by role to make it easier for
attendees to find relevant offerings. Partner
activations focused on integration with
Salesforce. Cool features included an Industry
Micro-Museum showcasing AI uses
across different industries and a Salesforce+
production set that drew a crowd.
9. SUSTAINABILITY
AS A CORE VALUE
One-hundred percent of graphics were
recycled. The waterfall used 100-percent
recycled water. And all of the meal packaging
was 100-percent compostable. No
beef or pork were served during meals, saving
more than 10 million gallons of water.
Attendees could offset their travel-related
emissions with Net Zero Cloud and were
encouraged to walk around the campus and
to the Giants ballpark.
10. 'DREAMFOREST' AS
CONNECTIVE SPACE
This year, Howard Street in the middle of
the Moscone campus was shut down and
transformed into Dreamforest, complete
with the iconic waterfall, nature sounds and
live plants. After visiting busy indoor areas,
it was a welcoming space with live music
sessions, tons of photo ops-when else will
you get into a canoe with your coworkers
-food, coffee, spaces to work and relax,
and the social glue that makes this event so
much fun.
Dreamforce Gives was on hand with
opportunities to plant trees and put together
water filters. UCSF Benioff Children's
Hospitals were accepting donations.
Brands also creatively leveraged this
prime space. Accenture decked out its
double-decker here with a wine theme
and offered a wine-making workshop with
Futo Estate. Deloitte Digital brought a San
Francisco-themed putt-putt activation. It
was a perfect place to reflect on how innovation
and personalization are essential to
driving engagement, and get inspired to
blaze your trail.
And yes, the butterflies were real.
eventmarketer.com
http://www.eventmarketer.com
evm_october-2024

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