Gatecrashing Knowledge18

What happened in Las Vegas at ServiceNow’s Knowledge 18 Conference

Written by on May 16, 2018

William Goddard called the campaign “very professional.”

Stephen Mann termed it an “indication of ambition.”

“They will remember FreshService in a positive light,” said Matthew Hooper.

Eric Tung was of the opinion that we ‘tastefully crashed’ Knowledge 18.

What were they talking about? 

Last week, ServiceNow’s massive annual conference, Knowledge 18, began in Las Vegas.

And with it, our show.

The 18,000 attendees who descended on Las Vegas were probably not prepared for what we sent their way. From the minute they set foot in the airport, their eyes were besieged repeatedly by a series of messages from us at Freshservice. From the airport taxi lines to walking billboards outside the venue, Freshservice was in front of them.

We basically took over Vegas.


What we wanted to say with all of this was simple: you are paying too much for the product you are now using. You could be saving that money and using it for something else, something more important, even something fun!

Even as we were running around the desert getting these things done, word filtered out that the attendees at Knowledge 18 were unhappy. For the 18,000 attendees, there were just a couple of places for them at the venue to get coffee and breakfast, and that just wasn’t enough.

So we jumped in and decided to help.

We commandeered the Starbucks outlet close to the venue and supplied free breakfast and coffee to whoever came by from Knowledge 18.

Needless to say, a lot of people were delighted.

The surprises didn’t end there.

Unassuming attendees having dinner on conference evenings around Las Vegas found that their dinners had already been paid for, by Freshservice. ServiceNow customers then left for their rooms with Freshservice goodie bags in their hands.

In all, we left a lot of ServiceNow customers very happy.

One of the reasons we did this was because we felt customers simply shouldn’t be spending a huge chunk of money on business software. There are better uses for that money – a vacation, something for the family, gifts for loved ones.

We wanted people to know that enterprise software doesn’t have to mean expensive software.

You want to splurge, sure, go ahead, but not on ITSM software. Spend on other good things in life!

Arvind Parthiban

ITIL expert and marketer with an entrepreneurial drive. Passionate about football, beer and movies. Director of Marketing at Freshworks.