Music producer extraordinaire Scott Humphrey (Motley Crue, Rob Zombie, Ozzy Osbourne) contracted Dawson to pre-launch a one-of-a-kind “edu-tainment” music app that allowed music lovers to learn from original master taps from the archives.
The goal was to create a massive buzz to help fast track Apple’s approval. Dawson proposed going into Apple’s backyard and holding a press conference at Macworld.
After weeks of preparation, strategizing, messaging and executive media training, Dawson unleashed the Jammit app with special guest appearances by famous guitarists and drummers on the Moscone Center garnering two “Best in Show” awards from Mac|Life and Keyboard Magazine along with major coverage in Macworld Magazine, Mac|Life, Laptop Magazine, KGO-TV (ABC), MyMac, CNBC, MacNews, Apple Investor, Guitar Info, Macnn, AppleTell, ModMyi, Notebooks, Yahoo! News, PC Mag, Apple9, TUAW, Wall Street Journal, etc.
Jammit not only received a call from Apple execs the next day, they sent an app rep to the Jammit booth and now the Jammit app available in the App Store. Jammit execs also met with several key potential partners based on the buzz surrounding the launch.