Securing a Global Sponsorship Deal for SalesForce: U2 iNNOCENCE + eXPERIENCE TOUR


Salesforce wanted to secure a grand marketing platform to globally amplify brand awareness and deliver one-of-a-kind experiences in key international markets as a way to reward loyal customers, engage prospects and incentivize employees.


G7 helped catapult the Salesforce brand into hearts and minds worldwide by securing a two year global tour sponsorship with the most iconic and philanthropic band in the world; U2. G7 developed and delivered program strategy, messaging, and activations for B2C, B2B and VIP audiences.

The Big Idea:
As the presenting sponsor of the iNNOCENCE + eXPERIENCE TOUR tour, Salesforce leveraged the U2 partnership across the entire marketing mix:

  • Media = Salesforce inclusion in U2 Tour Ad mats
  • Public Relations = Press releases and coverage
  • Sales & Loyalty = Customer/Prospect marketing
  • HR = Employee retention
  • Philanthropy = demonstration of Salesforce and U2’s shared commitment to innovation and charity
  • Experiential = B2B VIP events for Salesforce customers, prospects and employees and B2C concourse activations


G7 created a first class “Rock and Roll Lounge” for Salesforce guests that toured 13 cities in 7 countries. Select attendees were given backstage tours that featured on-stage photos and visits with U2’s sound engineers, lighting designers and
instrument techs.

For fans, G7 created several consumer-facing engagements including U2/Salesforce branded live graffiti art and photo
marketing installations that included (RED) philanthropic messaging.


Throughout the tour, Salesforce intimately connected with thousands of targeted guests whom enjoyed incredibly unique
experiences with one of the the most prolific bands in history.  The concourse photo activations generated millions of social media impressions and raised significant funds for the (RED) organization.