Feb '18 | How To Get Noticed at Dreamforce

It’s all about penetrating your attendees’ subconscious.

DocuSign is the most widely used e-signature solution in the world. They’re a favorite among salespeople. So it made sense that they took out a booth at Salesforce’s Dreamforce, a tech conference created specifically for all things sales.

Our Challenge

Dreamforce is not your typical user conference. Spread across 4 days and 18 venues in downtown San Francisco, and boasting 150,000 attendees from 71 countries across the world, all consuming 5,000 cups of coffee per day– how do you not only get noticed, but gain interest from an audience that’s over stimulated in every way?

For Marketers Who Skim

• Shoot, edit and deliver video in real time.

• Create a consistent call to action, and then repeat it. Over and over again.

• Choose your distribution platform, and schedule appropriately.

Realtime Edits are a Real Crowd Pleaser

The main point of a Dreamforce sponsorship is to gain more qualified leads. But DocuSign didn’t just stop there, they wanted their presence to feel so big that attendees would think the two companies– Salesforce and DocuSign– were hosting Dreamforce together.

So how did they do this? By working with their San Francisco video production company and releasing a slew of videos on various social media channels, all highlighting the day’s events and major takeaways. So not only did attendees physically visit their booth, see their signage, and attend one of their parties, they were also constantly receiving the day’s updates and tips on their social channels.

Realtime edits, folks– videos filmed, edited, and then distributed in real time– are a real crowd pleaser, especially among a sea of salespeople! In total, 8 videos were released prior to Dreamforce, 3 videos released after, and 34 videos were filmed, edited, and distributed in real time.

And how did we do that? With some expert producing and execution! Patina Pictures created a detailed shot list, hired two camera teams to work swing shifts, set up two editors in the media room, and had one transportation assistant delivering crew and media from conference to our headquarters. Then we worked in tandem with DocuSign’s social strategist to craft and deliver each and every spot.

Repetition, Repetion, Repetition

Our goal was to drive prospects to DocuSign’s booth, to their sales teams, and to their parties. Thus hatched a simple call to action: Find Us. Meet Us. Party With Us.

All videos created were easily digestible (30 seconds or less), focused on a single aspect of their CTA (Find Us, Meet Us, Party with Us), and were released every hour on the hour (via social).

Aggressive? That’s right, it was aggressive. But it paid off. We created so much hype that DocuSign’s own user conference sold out, and attendees left saying exactly what we wanted them to– it felt like DocuSign was the only sponsor of this year’s Dreamforce.

Here are three examples of videos that not only pushed their CTA, but created hype and brand awareness:

• Introducing DocuSign’s Executive Briefing Center
• Day One: DocuSign at Dreamforce
• The #1 Dreamforce Party at Ruby Skye

Outline a Clear Distribution Strategy

Ever notice what event attendees are doing while they wait for a keynote to start, or their next meeting to begin? They’re scrolling through social media. So choosing a distribution strategy was a no brainer– we were targeting social media, specifically Facebook, Instagram, and Twitter.

But every social media platform has its own required media formats. Not to mention, a certain type of image and tagline might perform well on Instagram, but that doesn’t necessarily translate to Twitter.

So Patina worked with their field marketer and social strategist for three months leading up to the event in order to craft a specific look and feel for every platform. And from there, we created our shot list.

Then we put in place a delivery method which included reviews, approvals, uploads, and, ultimately, distribution. Just the kind of full service you can expect from this San Francisco video production company.