Team Level One from left — Kelsey Crowley, Jacob Paul, Anna Rudin, Jonathan Mackall
In order to celebrate Level One Bar & Arcade’s one year anniversary, we plan on executing a multi-step social media marketing campaign throughout the three months leading up to the celebration (mid September 2016). Starting in June, we intend to slowly roll out announcements for the weekend-long celebration across existing Level One social media accounts. We intend to stagger the announcement of each day of the weekend’s theme in order to keep people checking the social media accounts in the months and weeks leading up to the celebration. Furthermore, we believe that it would be best to not overload people with too much information in one post/one set of posts. Alongside this, we intend to roll out a promotional Snapchat account for Level One, not only to help promote the upcoming anniversary, but also for day-to-day promotional marketing. With the Snapchat account, we hope to have certain employees use the account to show off the fun people are having at the bar in real time, thus encouraging those who see Level One’s Snapchat story to consider heading to the bar, as they see these snaps. We also hope to increase Level One’s social media presence on its existing platforms with continued use of media in posts, an increased awareness of what types of posts perform best, and a strategic use of analytics to understand what days and times could give our posts the most engagement and reach.
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.
A personal ad we for Level One
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.
By: Jonathan Mackall, Anna Rudin, Kelsey Crowley, and Jacob Paul
March Madness for the NCAA is upon us! However, we have a different take on March Madness at Level One. As a team, we decided that we wanted to involve the gaming community by hosting weekly game tournaments at the bar that are set up bracket style. We felt this was a great idea because it’s fun for all ages, while still having a take on March Madness.
Mock post on Facebook
We would promote this campaign primarily on Facebook. To begin, Level One would promote the first Saturday and gain opinions on what game should be played first so there is consumer engagement. After the first Saturday is complete, we would take a picture of the winner and post it on our Facebook to promote the next week’s competition and so they have bragging rights. We can also then share the picture on twitter and tag their twitter handle in it.
This has the potential to be really successful because, typically, the gaming community is very competitive in nature, so why not have the incentive for bragging rights on all social media? They would play all the classics against each other like Mortal Kombat or Mario Kart projected on a large screen, but just one game per Saturday. It also encourages those who don’t want to play to just watch and cheer people on!
This kind of March Madness gets the community involved online and in person, can you ask for more?
Our team’s St. Patrick’s Day campaign for Level One Bar + Arcade involves the use of UGC on Twitter in exchange for free/discounted drinks. Those who follow the Level One Twitter account are encouraged to dress up as their favorite prominently green-costumed video game characters and send pictures to the hashtag #LevelOneGreen. Level One will then like and/or retweet these posts to promote the upcoming St. Patrick’s Day celebration at the bar. These retweets will also be used to encourage patrons to dress up as green video game characters for St. Patrick’s Day at the bar. Those who help with the UGC campaign and post pictures to the hashtag will receive one free drink on St. Patrick’s Day, those who show up in costumes the day of will receive discounted drinks.
We chose this idea as it appeals to the bar’s younger and geekier demographic. Many of the more enthusiastic members of the gaming community enjoy dressing up in cosplay (costume) as their favorite video game characters, meaning they may already be prepared for the event. Furthermore, we believe it will be successful, as themed and costume parties are appealing to our demographic, as are free drinks. Furthermore, it allows for the patrons to celebrate the holiday, but in a way that’s more fitting to the barcade and their interests.