CPI Security was the entitlement sponsor for a 2026 Carolina Panthers home game honoring Luke Kuechly’s Hall of Fame induction. As part of the sponsorship, 75,000 QR-coded koozies were released into the stadium, driving fans to a game day giveaway. I led the UX end to end, making sure the whole experience held up: the traffic, the data, the follow-up, and the people building it.
The Challenge
Built for one big moment
A single marketing moment could send a huge spike of mobile traffic at once. Building it on the main site risked slowing down the pages that sell and support CPI’s customers. The project also touched IT, legal, sales, analytics, and development, with no one owning the experience end to end.
My Role
I flagged the traffic risk before anything was built and proposed moving the campaign off WordPress onto AWS. I set the agenda with IT and built a prototype to align teams. I set up the Figma file as the source of truth for print, graphic design, social, events, and development, so assets stayed consistent across five teams without me reviewing every piece. I scoped the build for IT to develop in Claude Code, prioritized what shipped for game day, and reviewed the live site against the design before launch. Throughout, I routed open questions to the right owners, made the final design calls, and held the timeline from launch through winner announcement.
Key decisions
The playbook
Isolate the spike. Hosting on AWS kept campaign traffic completely separate from cpisecurity.com.
Design past the page. I pushed for an email journey for entrants over sales calls, and set up the lead source so entries wouldn’t trigger the wrong automation in Salesforce.
Treat trust as UX. Official rules and marketing consent were part of the experience, not an afterthought.
Measure from day one. Tracking for QR, GA4, and Meta was in place before launch.
Twenty-four hours after launch, about 70% of visitors who land on the page complete the entry form. The campaign pages handled the game day spike with no impact to the main site, and there have been no errors, failed submissions, or rejections. Every entrant has moved through cleanly, and the email journey is triggering as planned. Full results will follow once the giveaway closes.