Queen of San Diego — Tech Blog

Under the hood at queenofsandiego.com

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Multi-Domain Unified Launch Infrastructure: Orchestrating Four Brands on AWS with Coordinated Deployment Automation

What Was Done

We built a coordinated infrastructure backbone to support simultaneous, synchronized launches across four distinct brands: QuickDumpNow.com, SailJada.com, QueenOfSanDiego.com, and DangerousCentaur.com. The architecture enables a single "detonation trigger" that orchestrates DNS propagation, content delivery, email queue distribution, and API gateway throttling across all four domains within a 60-minute window—eliminating staggered rollout delays and ensuring market visibility is achieved as a unified force.

Technical Details: The Architecture

Core Infrastructure Stack:

  • AWS Route53: Single hosted zone configuration with cross-domain health checks and weighted routing policies
  • CloudFront: Four separate distributions, each with regional edge caching and origin failover
  • S3: Versioned buckets for static assets, structured schema markup, and pre-rendered metadata
  • Lambda@Edge: Real-time request interception for A/B testing and regional content routing
  • API Gateway: Shared endpoints with per-domain rate limiting and burst capacity pre-allocation
  • SQS + SNS: Decoupled notification layer for email blasts, SMS triggers, and webhook broadcasts

DNS & Routing Architecture

Each domain points to a Route53 weighted alias record targeting a regional CloudFront distribution:


# Route53 Health Check Configuration (pseudo-code)
QueenOfSanDiego.com (A record)
  → Alias: CloudFront Distribution ID: E2K3X9ABCD1234
  → Weighted routing: 100% (primary), 0% (secondary, pre-staged)
  → Health check: origin-health-check-qosd-primary

QuickDumpNow.com (A record)
  → Alias: CloudFront Distribution ID: E4M7N2EFGH5678
  → Weighted routing: 100% (primary), 0% (secondary, pre-staged)
  → Health check: origin-health-check-qdn-primary

SailJada.com (A record)
  → Alias: CloudFront Distribution ID: E9P1Q4IJKL9012
  → Weighted routing: 100% (primary), 0% (secondary, pre-staged)
  → Health check: origin-health-check-jada-primary

DangerousCentaur.com (A record)
  → Alias: CloudFront Distribution ID: E5R8S6MNOP3456
  → Weighted routing: 100% (primary), 0% (secondary, pre-staged)
  → Health check: origin-health-check-dc-primary

Why this design: Weighted routing allows us to shift traffic 0→100% instantaneously by modifying Route53 weight values, bypassing DNS TTL propagation delays. Health checks ensure automatic failover if any distribution becomes unhealthy.

S3 & Content Delivery Pipeline

Static assets, structured data, and pre-rendered knowledge panel metadata live in four versioned S3 buckets:

  • qosd-launch-assets-prod (QueenOfSanDiego.com)
  • qdn-launch-assets-prod (QuickDumpNow.com)
  • jada-launch-assets-prod (SailJada.com)
  • dc-launch-assets-prod (DangerousCentaur.com)

Each bucket contains:


/
├── index.html (SEO-optimized landing)
├── schema/
│   ├── organization.jsonld
│   ├── localbusiness.jsonld
│   └── aggregaterating.jsonld
├── assets/
│   ├── images/hero-1920x1080.webp
│   ├── css/main-v2.css (cache-busted)
│   └── js/tracking-v2.js (cache-busted)
├── metadata/
│   ├── og-tags.html
│   ├── knowledge-panel-facts.json
│   └── gmb-feed.xml
└── launch-flags/
    └── phase-status.json (read-only after detonation)

CloudFront distributions are configured with:

  • Origin: S3 bucket with origin access identity (no public bucket policies)
  • Default TTL: 300 seconds (5 min) for HTML, 86400 (24hr) for versioned assets
  • Compression: Enabled for text, JSON, JavaScript
  • Lambda@Edge: Custom viewer request function for regional routing and A/B test header injection

Detonation Trigger: Lambda Orchestration

A single Lambda function (launch-orchestrator) acts as the command center, invoked by an authorized API call or manual trigger:


# Pseudo-code for orchestrator logic
def launch_orchestrator(event, context):
    brands = ['qosd', 'qdn', 'jada', 'dc']
    
    # Phase 1: Validate all systems ready
    for brand in brands:
        check_cloudfront_health(brand)
        check_s3_bucket_integrity(brand)
        verify_route53_weight_ready(brand)
    
    # Phase 2: Simultaneous activation (within 60 seconds)
    for brand in brands:
        update_route53_weight(brand, 0 → 100)  # Activate
        publish_to_sns('brand-launch-' + brand)  # Trigger email queue
        invoke_async_lambda('post-launch-indexing-' + brand)
    
    # Phase 3: Broadcast detonation signal
    publish_to_sns('detonation-complete')
    log_event_to_eventbridge('LaunchPhase=Detonation')
    
    return {
        'status': 'DETONATED',
        'timestamp': now(),
        'brands_activated': brands,
        'next_phase': 'sustain'
    }

Email & Notification Layer

SQS queues are pre-staged with 10,000+ email payloads across the four brands. SNS topics trigger Lambda functions that drain the queues through SES with burst capacity pre-allocated:

  • qosd-launch-email-queue → SES batch processor with 14 msg/sec send rate
  • qdn-launch-email-queue → SES batch processor with 14 msg/sec send rate
  • jada-launch-email-queue → SES batch processor with 14 msg/sec send rate
  • dc-launch-email-queue → SES batch processor with 14 msg/sec send rate

Each Lambda batch processor dequeues 25 messages at a time, respecting SES rate limits while maintaining parallel execution across four functions.

API Gateway Rate Limiting & Burst Protection

A shared API Gateway with per-domain usage plans prevents one brand from overwhelming shared backend resources:


Usage Plan: qosd-launch-burst