Trailhead at Dreamforce was an experience presented at the Dreamforce conference built to bring to life Trailhead—an online, self-guided program created by Salesforce that makes it fun for new users to learn how to build and work on the Salesforce platform. MCI USA’s new technology partner, FISH, partnered with Salesforce to create an experience that was gamified, fun, and included a direct purpose to drive engagement.
Our goal was to take Trailhead branding and the user experience from the online environment into the physical event space—providing an equally engaging, educational, and cohesive experience. Our target audience included Salesforce admins, CTO’s, CIO’s, and sales individuals, with the goal of helping attendees learn what Trailhead is all about and how they can utilize it for their company. We also put a special focus on teaching developers how to build and develop at a deeper level within the Salesforce environment.
Inspired by the theme inherent to the name and the playfulness of the online experience, Trailhead was designed into a literal force of nature—wrapping the idea around the concept of a national forest system—where attendees could wander and explore with a consistent sense of place and purpose. Each engagement, from start to finish was very carefully curated to be in line with the theme and vibe of Trailhead.
As attendees walked into the space, they were welcomed at the Visitor Center by Salesforce staff in park ranger attire and were immediately transported into the Trailhead forest. Nature sounds and upbeat music further immersed attendees into the new environment. Digital Trailhead Quest Badges were assigned by Salesforce and Exhibitor staff using specific FISH handheld devices to scan attendees’ RFID enabled name tags. From there, each attendee set out to explore the Trailhead space and unlock their Quest.
Utilizing RFID badges worn by each attendee at Dreamforce, the Trailhead Quest was a gamified journey that incentivized attendees to engage at each of the five different zones of the Trailhead space (Quick Start, Dev and Admin Zone, Design System, IoT (Internet of Things), and the CIO lodge).
The goal for each attendee was to earn badges for each zone by engaging with staff holding FISH RFID enabled handheld devices. Once an attendee had earned all five badges, they would be eligible to redeem a Salesforce hoodie or other prizes. Each zone had multiple engagement options to choose from to earn their badge, giving attendees the flexibility to choose what most interested them or applied to them on their journey.
Attendees could check the status of their Trailhead Quest by tapping in at FISH track towers located around the Trailhead campus. At each tower, attendees could tap their badge and the tower screen would indicate which Trailhead Badges had already earned and what badges they still needed to earn before they were eligible for their prize. Once attendees completed their Quest they would go to the Trailhead Trading Post to verify their completed Quest and to redeem their Trailhead Badges for a hoodie and other Salesforce prizes.
The Trailhead Quest game generated engagement on many levels. All engagement within the Trailhead area was either at a partner booth or at a “Campfire Theater” session area. These engagement opportunities focused on 1-on-1 interaction or small group interactions. There were many partners involved and thus many options for attendees to choose from to earn that badge, giving them the flexibility within the game to choose what partner was most interesting to them. The outcome was an amazing blend of organized in-depth person-to-person conversations and demos as well as small education gatherings around the space that felt very organic.
Find out more about Dreamforce, including the Trailhead Quest, by watching this short video.