Our client, Level One Bar + Arcade, opened in 2015 and is the newest barcade to hit the Columbus area. As a brand, Level One, represents itself with a laid-back, but playful personality and loves to encourage friendly competition in it’s audience. It promotes itself as a fun, laid-back place to grab drinks and play retro arcade games.
When developing our personal ad, our group wanted it to speak in a voice that really exemplified the personality of our client, so our first step in the process was to envision our brand as an individual person. To get a good feel for our client’s audience and personality, we used information from our social media listening study as well as Level One’s website. Based on the demographics of their audience and the tone their posts on SM, we pictured Level One as 28-year-old Columbus native named Nick. Due to the techy and often geeky nature of gaming culture, we pictured Nick as an IT worker with a quirky personality and a dry sense of humor. Someone laid-back, who loves technology and computers as well as gaming and some friendly competition.
Our next step in the process was to come up to come with the ideal partner for the personification of our client’s brand. Based on the demographics we observed on social media, we pictured Nick’s ideal partner as a “kind lady” from the Columbus area in her 20s and 30s. As a gamer and a bar-goer, we pictured her as having an active social life and quirky interests involving old video games, pinball, movies, and technology. While coming up with our brand’s ideal partner, we were strongly reminded of the character Bernadette from Big Bang Theory.
Our last step was to come up with an ideal location to meet-up for a first date. We felt it was important to choose a place that really fit the laid-back, competitive nature of our brand’s persona, and thought the idea of going on a date to play laser tag would make a really good fit. We felt laser tag was a great example of a form of active entertainment that fosters a competitive spirit in the players, much like that of a barcade.