Customer relationship management firm SugarCRM produced a fun "disruptive" campaign for Dreamforce, the biggest cloud computing event of the year, which took place at the Moscone Center in San Francisco in November. The program, named Escape Dreamforce, promoted its CRM tool for businesses, and an Escape from Dreamforce sweepstakes offered a chance to win a $5,000 Hawaiian vacation.

In addition to taxi-top ads and 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 the conference.

“Escape from Dreamforce is a great opportunity for attendees to take a break from the convention’s packed schedule and share a selfie with their friends,” says Jennifer Stagnaro, senior vice president of marketing with SugarCRM. “We’re focused on the individual. This fun campaign provokes individuals to think about CRM from their perspective: ‘This is How I CRM.’”

There were 4,000 T-shirts, 14 street team members and one SugarCRM branded truck as part of the event. The street team handed out fliers with the shirts explaining the program. Participants had a chance to win additional on-the-spot prizes if seen wearing their SugarCRM shirt during Dreamforce.

Have an event coming up in which you’d like to make an impression? Experts suggest you use bold colors to stand out at a conference or trade show. “The bright red T-shirts stood out from the blue of Dreamforce,” says Stagnaro. Make sure you contact your distributor partner to give you great ideas and help you find the best products to make a splash.