Spotify X Einstein
The Concept
Spotify used Einstein Opportunity Scoring to identify which deals were most likely to close — growing revenue by 19% in the process. At Dreamforce 2023, we turned that story into a game. Attendees stepped up to an interactive experience and used their hands to catch opportunities to the beat of real Spotify music — a live demonstration of what it feels like when Sales Cloud Einstein helps you focus on the right deals at the right time.
My Role
Working alongside our creative director and lead copywriter, I helped develop the game concept, designed the game graphics and surrounding space, and helped shape the overall atmosphere of the activation — including music selection. The goal was to create something people actually wanted to participate in, not just walk past. It worked. A line formed and stayed.
The Results
The Spotify activation was a top-performing experience in the entire Dreamforce Campground that year.
738 badge scans at the activation itself
$345K in marketing pipeline generated — 41% of the entire Sales Zone's total
+63% YoY increase in total Sales Zone engagement
The Dreamforce activation extended into a full paid media campaign across display ads, social ads, and online video, built around the headline 'Spotify Advertising connects all its data to keep sales grooving.' The campaign drove to a customer story blog highlighting how Spotify boosted sales productivity by 40% using Sales Cloud Einstein. I served as the brand steward across the full campaign, reviewing and approving all creative to ensure every asset carried the visual energy of the Spotify partnership.
Spotify and Salesforce Paid Media Campaign
The Team
Creative Directors: John Ilang-ilang, Jessica Keller
Art Director: Jonathan Vornbrock
Lead Copywriter: Boomer Cruz