ToneDen Playbooks: from idea to launch
By Jake Rush · ToneDen, 2018
Helped create, develop, and launch Playbooks.
The problem
Promoting a release or an event can mean coordinating ads, messages, and promotions across several channels. ToneDen Playbooks brought those activities together in a campaign built around a shared goal.
The initial collection focused on music and live events, with campaigns for reaching listeners and prospective ticket buyers.
My contribution
I helped create, develop, and launch Playbooks. I worked at ToneDen as an Ad Operations Engineer, helping build the company's marketing automation platform. Playbooks was part of that work.
My involvement spanned shaping the product, developing it with the team, and getting it launched. It brought together the two sides of my work at ToneDen: understanding advertising operations and building the software behind them.
What shipped
ToneDen announced Playbooks on May 30, 2018. The launch introduced a collection of campaigns that combined advertising, messaging, and promotions for music and live events. The original announcement below explains the product and the use cases it was designed around.