CRM solution provider SugarCRM executed a series of guerrilla marketing experiences at Dreamforce, the biggest cloud-computing event of the year, which took place at the Moscone Center in San Francisco from Nov. 18 to 21. The program centered around an Escape Dreamforce promotion that touted its CRM tool for businesses and an Escape from Dreamforce sweepstakes that will award a random winner a $5,000 Hawaiian vacation.
“With a bit of creativity and guerrilla marketing tactics, SugarCRM invaded Dreamforce and directly targeted the individuals currently using Salesforce to let them know CRM should be about them, not a mega brand,” Jennifer Stagnaro, senior vice president of marketing at SugarCRM, told Buzz. “The Escape from Dreamforce sweepstakes did just that—got people thinking about the freedom that comes with using SugarCRM’s technology.”
The promotion launched with taxi-top ads and geo-targeted mobile banners. SugarCRM street teams engaged with Dreamforce attendees, distributing SugarCRM t-shirts and encouraging everyone to tweet a “selfie” with #SugarSelfie and #DF13 while wearing the shirt. Those without a SugarCRM shirt could create their own shirt or sign. Dreamforce participants could win additional on-the-spot prizes if seen wearing their SugarCRM shirt during Dreamforce.
“It is difficult to get attention at conferences the size of Dreamforce,” Stagnaro said. “The bright red t-shirts stood out from the blue of Dreamforce, and the street teams drove the selfies as they handed out the shirts. Escape Dreamforce was a way for us to reinforce our message of empowering people at all levels of an organization to better understand and engage with customers and encourage people to stand up and say, ‘This is how I CRM.’” Agency: Gyro, San Francisco.