Trailblazing the attendee journey
For OwnBackup, a leading SaaS data protection and recovery service, Dreamforce offers the brand its biggest chance to connect with customers and prospects, generate leads, and boost brand awareness.
Existing customers previously commented that when it comes to entrusting data
to OwnBackup, they feel as safe as they do in their own backyard.
To achieve its show goals, which included “owning” Dreamforce, the event team
took inspiration from the customers’ feedback — deciding to recreate a safe feeling
and personalized “own” backyard experience with four activations at various
locations during the event.
But the show date was fast approaching and the teams needed a partner they could count on and that was resourceful. OwnBackup reached out to Freeman,
and together they had just six weeks (27 working days!) to create all four activations.
How to design and align four activations (in six weeks)
To bring OwnBackup’s vision to life, in such a condensed time frame, our team tapped expertise including experiential, design, AV, event management, production, talent, and strategy.
Connect four: helping attendees feel safe in their “own” backyard experience
Across activations, the brand blazed a trail with more than 3,000 customers and prospects — that’s a lot of leads! And engagement rates skyrocketed from 6.86%
in previous years to 17.65% in 2022.
It’s safe to say that OwnBackup achieved its goal, and the brand owned Dreamforce!
Living (and owning) the Dreamforce experience
Impressions on NAB Social campaign
The goal social media engagement rate
Want to create the kinds of events attendees dream of (and want to come back to)?
Find out how
OwnBackup at Dreamforce
From go to show
in six weeks
Of attendees came from abroad
Increase in new followers on
all social media channels
"Even though we didn’t have much time, we still needed to make sure the activations were effective and connected with various OwnBackup audiences including sales teams, decision makers, and executives."
Executive Creative Director — Enviromental Design | Freeman
A whimsical look infused with OwnBackup brand elements perfectly embodied the backyard theme with a whimsical feel.
This also aligned with Dreamforce’s “outdoors” theme, and a treasure-map gamification engaged attendees.
Show floor experience
Designed to help OwnBackup connect with customers away from the hustle and bustle,
this space gave Trailblazers
(aka attendees) a place to kick back — and helped drive traffic
to the show-floor booth.
and refresh space
For executives and VIPs,
we helped design an upscale space while keeping with
the backyard theme (think glamping). Glampers enjoyed higher-end meals, snacks, champagne, and space
to conduct business.
Rockin’ its customer appreciation event, OwnBackup included Grammy award-winning Portugal. The Man, an open bar, and plenty of hors d’oeuvres. At a rustic venue, it was the perfect backyard getaway after a day of networking the crowds.
The Pearl nighttime event
it take put on
a show like this
in such a short amount of time?
How big of a role did the Freeman team play in the four activations?
Did your activations
meet your expectations… and your objectives?
Were you able to really “own” Dreamforce this year?
What does it take put on a show like this
in such a short
amount of time?
How big of a role
did the Freeman team play in the four activations?
Did your activations meet your expectations… and your objectives?
Were you able
to really “own” Dreamforce this year?