BELLY UP TO THE SHARED CODE BAR

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THE CHALLENGE:

As the world’s largest seller of spirits, Diageo owns both mega brands such as Johnnie Walker as well as smaller labels such as Bushmills. Problem is, smaller brands’ limited marketing budgets make it tough to impact sales. To provide more brands with more resources, Tango Modem built a social media infrastructure shared by brands globally.

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HOW WE DID IT:

First we standardized the way each brand utilized customer information, especially through social network media like Facebook.

First we standardized the way each brand utilized customer information, especially through social network media like Facebook.

First we standardized the way each brand utilized customer information, especially through social network media like Facebook.

Tango Modem built a generic code library that could be reused across all brands, large and small. Next came a promotions platform which was 100% integrated with Facebook. It allowed Diageo to run multiple replicas of the code base, while standardizing the data capture process and sharing features.

Tango Modem built a generic code library that could be reused across all brands, large and small. Next came a promotions platform which was 100% integrated with Facebook. It allowed Diageo to run multiple replicas of the code base, while standardizing the data capture process and sharing features.

Tango Modem built a generic code library that could be reused across all brands, large and small. Next came a promotions platform which was 100% integrated with Facebook. It allowed Diageo to run multiple replicas of the code base, while standardizing the data capture process and sharing features.

Each of the promotional modules required an age gate which integrated with Facebook’s existing age verification processes. TM built a standard set of APIs and other web methods according to Diageo’s global data capture requirements. Diageo was able to pass data through existing systems from the start.

Each of the promotional modules required an age gate which integrated with Facebook’s existing age verification processes. TM built a standard set of APIs and other web methods according to Diageo’s global data capture requirements. Diageo was able to pass data through existing systems from the start.

Each of the promotional modules required an age gate which integrated with Facebook’s existing age verification processes. TM built a standard set of APIs and other web methods according to Diageo’s global data capture requirements. Diageo was able to pass data through existing systems from the start.

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CONCLUSION:

By relying on a strong, reusable code base Diageo enabled smaller brands to focus on the visual designs and messaging that ride on top of the infrastructure. The end result: shorter time to market at a much lower cost.

The reusable code base let smaller brands focus on their visual designs and messaging without worrying about technology. The end result: shorter time to market at a much lower cost.

A cross-brand, cross-border home run.

A cross-brand, cross-border home run.

A cross-brand, cross-border home run.

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