That’s right true believers, the glory days of Comic-con have officially ended and, as I leave behind this year’s sea of Spandex, I have to admit that the experience itself was definitely more than I expected.
Having already been exposed to the images of underwear clad fan geeks and Styrofoam armored clone warriors that seem to dominate the media year after year, I was surprised to learn that it was actually the hidden workshops and insider panels that were the most interesting aspects of this year’s event. Open discussions on the industry pitch processes, insights into taking projects from concept to creation, and the legality of presenting work to larger studios were only a few panels that immediately grabbed my interest as I wandered the convention halls. And, while it was the larger revelations such as the new cast of the Avengers and the glories of Hall H that seemed to garner the most media attention, I found that it was the smaller venues and hidden back rooms discussions that seemed to contain the most relevant information and personal experiences.
While the event continues to grow each year and more and more focus is put on the geek culture and craziness that takes place on the showroom floor, it’s easy to forget the mission of shared knowledge and creative collaboration that brought those original 300 über-nerds to a basement in San Diego all those years ago. But, looking back at the short time I spent navigating the event halls, I would definitely brave the bikini clad anime girls, overweight supermen, and cardboard battle-suits to do it all over again.
Like two weeks ago, or whenever it opened. There’s been so much buzz that it feels like it’s been in wide release for longer than just a couple of weeks. But anyway: I saw it on opening weekend, and I’m still thinking about it two weeks later, so that’s something new. Haven’t had a movie kick my brain around this much in awhile.
I’m not even going to talk about it. Some of you haven’t seen it yet. But for those of you who have, wasn’t it nice to not have any of this:
or this:
or this:
or this:
Wasn’t it nice to watch a movie that was written by a grownup for other grownups? With judicious use of slow motion and practical employment of special effects? Without that tired scene of some superhuman character crashing to the ground in a clever pose, followed by that long slow smoldering look upward?
I started with LEVEL 4 years ago, which directly coincides with the opening of the LEVEL | SJ studio. It is fun to reflect upon all that has transpired over the last 4 years. At the beginning, we had a handful of people in a small suite, but quickly outgrew our square footage. Within a year, we moved to a new space down the hall that is 4 times larger. Recently, LEVEL | SJ surpassed 40 employees and just completed construction that merged two neighboring suites, reclaiming our original spot.
I have the privilege and honor to serve as the VP | Managing Director of this studio. I have a great deal of respect for the team that assembles each day to create remarkable work for our amazing clients. This talented group has a great deal of passion and dedication for what they do.
A relationship that has grown with us over this same period of time is Cisco Systems. Cisco is the 4th largest client relationship for LEVEL. A key factor in this relationship is our ability to deliver to the LEVEL brand values: Innovation, Balance, Performance, Relevance, Simplicity and Authenticity.
Thank you to the LEVEL Executive Management Team and all of the LEVEL family for your support. Thank you to our clients for trusting us with key initiatives, for continually challenging us (in a good way) and for who we would not exist without.
I am truly fortunate to be a part of this organization and look forward to the next 4 years ahead!
Talk about a great experience! I got off the phone just now with the automated voice at Pacific Gas & Electric. I’m moving to a new home and in less than 4 minutes, I managed to call in and cancel service.
Here’s what made it exceptionally easy and worthy of telling someone about:
Technology: The voice recognition software was seamless and knew exactly what I was saying (my address, the address I’m moving to, the date I want to cancel service).
Personalization: Integration of their automated voice response system with their customer database allowed them to know what house I was calling about based on my cell phone number.
Scenario design: The automated responses to my questions and prompts were exactly what I was expecting to hear. I never had to give the dreaded “None of these” voice response.
NO WAIT TIME. No good experience starts off with a 20 minute wait while you are trying to enjoy your lunch break.
What can we all learn from this?
User experience and integrated marketing are based on the same principles. Each interaction should leverage prior interactions to improve the experience. And, each interaction should be used to optimize the users’ possible future actions. In this case, PG&E used my phone number to bring up my account, instead of asking me to enter in a 12 digit account number. Then, they used this as an opportunity to sell me their services in my new home.
Creating these kinds of experiences in a digital setting, in automated voice or anywhere else relies on more than personas and use cases. Knowledge of the user must come together with technology and people who have the knowhow to ask the right questions (What will the user do next? What would influence them to sign up at their new address?)
This one interaction is part of my personal total user experience with PG&E. I’ll be incredibly impressed if I receive a direct mail piece at my new address (which PG&E now knows) welcoming me to the neighborhood.
Advertising Age asks its subscribers to be part of the news and vote in their online poll every week. This week’s question is about the perceived value of an innovation. At LEVEL, Innovation is a core brand tenet. It is improving what exists and introducing the new. The team here operates with that principle at the forefront every day – and so do many of the brands we work with. So when AdAge asks, “Would you buy a $300 fan?” I have to wonder, would I? Would you?
BACKGROUND: Dyson revitalized the vacuum category by reinventing the machine and charging a pretty premium for it. Now the company is trying to do the same thing with fans, by offering a blade-less, noiseless “air multiplier.” But with prices starting at $300 — more than a cheap air conditioner — some experts wonder if consumers will be cool to the product.
THIS WEEK’S POLL QUESTION: Considering its success with vacuums, would you spend more than $300 on a Dyson “air multiplier”?
Advertising Age