San Francisco—Sugar Worldwide, developer of SugarCRM software, debuted a campaign called “Escape Dreamforce” during competitor Salesforce.com's Dreamforce cloud computing event here this week.
The campaign, created by gyro San Francisco, includes online, out-of-home, mobile and event marketing. Dreamforce attendees have a chance to win a trip to Hawaii by putting on a SugarCRM T-shirt, taking a “selfie” and tweeting the picture with hashtags #DF13 and #SugarSelfie.
“Who doesn't like a story about a David-sized company taking on a corporate Goliath?” said Steffan Postaer, executive creative director at gyro San Francisco, in a statement. “That's why SugarCRM's "Escape Dreamforce' promotion is so compelling. It's disruptive, fun—and, after all, don't we all love a good selfie?”