e-Commerce Site and AR/VR Game for Hess Toy Truck

Beloved by kids up and down the East Coast, the 50th anniversary Hess Toy Truck also marked its last year sold in stores. This year-long transition to all-online sales included site redevelopment, promotional app, and re-launch of retail apps.

I led this e-commerce project and AR game app from start to finish, including ideation, design, messaging, development and launch.

Building on fans' nostalgia for the toy, we created a 360-degree showcase of every year's toy since 1964. To build community engagement, I used Tint, a social aggregator, to draw in fans' posts about their toy truck collections.

I drove creation of an augmented reality game that promoted engagement with the toy. The iOS and Android app let players fly the toy - a spaceship for 2014 - through space, dodging asteroids to reach a space station.

RESULTs

• $14,000,000 in sales during the first 3 months

• 8x growth year over year

• 18,000 downloads in the first 3 months

My role: Project Manager

• Managed year-long multi-phase schedule
• Led creative for augmented reality game
• Negotiated scope & contracts
• Managed team of 7:
  3 web developers, 1 UX, 1 Unity developer, 1 game designer, 1 QA
• Managed $1MM contract and relationship with executive team

tech

• Magento, Avalara, Tint, Unity, Vuforia, iOS, Android, Sitecore, Wordpress, JIRA

TIMELINE

• December 2013 - December 2014