Ever since the release of A Bug’s Life, Pixar has given film-goers a little something extra. They’ve leveraged the purple goldfish of sampling to existing customers. (Related Post: Sampling examples from Sephora, Kiehl’s, Izzy’s, Bigelow Tea) This sampling takes the shape of a Pixar short. A short is typically a 5 to 15 minute film. The release of Monsters University this summer was no exception. The film contained a six-minute short entitled, The Blue Umbrella.
Here is a clip from the short:
There are three lessons we can apply to marketing, innovation and customer experience from The Blue Umbrella:
- Added-value: Pixar goes above and beyond to give more than what’s expected (See: Goldfish Rule).
- Experimentation: The Blue Umbrella was directed by Saschka Unseld of Pixar’s technical department. Shorts allow Pixar to experiment with new techniques. This film tested innovations in photorealistic lighting, shading, and compositing.
- Differentiation: Shorts are part of Pixar’s DNA. It’s what makes them different from other animation studios. According to Innovation Excellence, “Pixar started out as a part of Lucasfilm’s Computer Division. The team created a computer called “Pixar” and developed digital filmmaking tools and computer graphics. To show the capabilities of digital animation they made a short film, titled André and Wally B (1984). In 1985, the Computer Division gave rise to a new company, called Pixar Inc. Although their first task was to sell their computer, the animation department continued to innovate with shorts.“
Takeaway Question: How are you leveraging the power of sampling to drive cx and innovation in your business?
Today’s Lagniappe (a little something extra thrown in for good measure) – Big things can develop from small or short things. Acclaimed as the greatest TV show of the 20th Century by Time Magazine, The Simpson’s were originally a series of 48 short films on TV’s The Tracy Ullman Show. Here’s their first short entitled, Good Night:
