Dreamforce is an incredibly important event in the tech world and draws a huge influx of attendees. When Adobe wanted to raise awareness for their new product, Adobe Sign, and drive attendees to their own, off-site private lounge, they turned to EMC for an experiential activation that would help them make a personal connection with attendees in the market.
STRATEGY: Use of out of home media to welcome Dreamforce 2016 attendees, as well as to invite attendees to the Adobe offsite event in San Francisco, CA.
TACTICS: To reach Adobe’s audience, EMC Outdoor utilized brand ambassadors and segways. A total of 32 brand ambassadors and 8 segways were stationed across the blocks surrounding the Moscone Center and the official Dreamforce 2016 hotels. Brand ambassadors were in head to toe Adobe red while handing out personalized fortune cookies and invitations to a private event.
RESULTS: Adobe’s program was a huge success! Many of Dreamforce’s attendees commented on how wonderful the invites and fortune cookies were. Attendees also enjoyed speaking with the many different brand ambassadors that were at the event.