Jack Daniel's Music Drop | Yahoo
Senior Project Manager | Yahoo
This Web Augmented Reality treasure hunt game and advertising campaign delivered enormous impact for Jack Daniel's Australia. Working directly with the client I lead a cross functional team to deliver a campaign that included:
- A Web-AR treasure hunt game live in 5 Australian cities
- PR, Editorial & Influencer Campaign
- Omni-channel advertising including DOOH, Social and Native
- Exclusive music and video content from Australian artists
It was an absolute pleasure working with you Dan, pushing boundaries, learning new ways, and travelling down an unchartered and exciting path together!
Dimi Tassopoulos | Senior Brand Manager | Jack Daniel's
How I lead this project & the impact it delivered
leading teams
Collaboration was vital in delivering this complex project, and as Senior Project Manager I lead a team of over 80 people across 3 countries. Leading teams working in:
- Software Development
- Blockchain
- Advertising Technology
- Public Relations
- Music Publishing & Artist Management
- Videography & Graphic Design
- Legal and Promotions
Client Relations
As the main point of contact for Jack Daniel's I led weekly WIP meetings to maintain both accountability and vision throughout the project lifecycle. I was responsible for guiding and educating the client through a number of new technologies whether that included, software development, blockchain or our advanced advertising technology offerings.
UX
Leading our team of developers I provided leadership for our UX teams to remain motivated, grounded, and focused on the end goal. To do this I supported our UX team with:
- Client management and wireframing
- Facilitating communication to ensure collaborative designs
- Guiding the design process
- Anticipating blockers/problems and assisting with the QA process
Navigating a complex business
Delivering a campaign and project with such a focus on innovation within a multinational corporation took an enormous amount of negotiation and collaboration among cross-functional teams spanning different departments, geographical locations, and diverse expertise.
STRATEGIZING a media and PR Campaign
Working closely with our Ad Tech teams I helped strategise how we'd promote this incredible treasure hunt game and experience, leaning heavily into data lead decisions to deliver the best results for the client across pDOOH, Editorial, Native, plus a Social Media & influencer campaign.
the impact
My successful leadership of this project resulted in lasting business impact for Jack Daniel's
- Shortlisted for Best Digital Campaign at the B&T Awards
- Featured at the SXSW Sydney 2023 on the 'Future of Fan/Artist Interaction' panel
- 80,000 People engaged with the game
- 43 Million Advertising Impressions
- 40 Pieces of press coverage secured for the brand off the back of the campaign
- Enabling a market first launch in Australia of a blockchain powered music treasure hunt game
- The advertising campaign performed 160% above prompted awareness benchmarks, creating lasting brand engagement for Jack Daniel's