Do Marketing Mascots Work? Ask the Data Center Fairy

Is the world ready for the Data Center Fairy? Ready or not, the new corporate mascot for Compass Data Centers was unleashed this weekend in a blog post titled “Who Says Data Centers Can’t Be Fun?” Compass CEO Chris Crosby noted the serious nature of much of the data center industry’s marketing, and said it was high time for … well … the Data Center Fairy.

“After all, aren’t all requirements really just wishes that customers need granted?” writes Crosby. “Of course they are, and the Fairy illustrates our commitment to listen to our customers and talk them simply and informally, rather than bludgeoning them into submission with materials and information that are presented with all the style and panache of a tax guide.”

“We recognize the importance of our data centers to the success of our customers’ objectives but we also don’t believe that scaring or boring them to death is the best way to deliver our message,” he added.

Can a quirky mascot differentiate a company in the data center business? Not many data center companies have traveled this path, with previous efforts focusing on images of strength. An example: dedicated server and cloud computing provider  LiquidWeb, whose Heroic Support mascot features bulging biceps:

Continuing in that same vein is burly Gorilla featured in the logo and marketing for Silverback  Migration Solutions, a San Diego provider of data center consulting and migration services.

Are mascots an effective strategy in the data center world? Any other data center marketing mascots we’ve missed? Feel free to share in the comments section.

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About the Author

Rich Miller is the founder and editor at large of Data Center Knowledge, and has been reporting on the data center sector since 2000. He has tracked the growing impact of high-density computing on the power and cooling of data centers, and the resulting push for improved energy efficiency in these facilities.

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  1. Yes, IT marketing can get pretty serious. We need the mascots and bobble heads in the foreground of every talking head session at conferences and on webinars. ESPN's Mike and Mike in the Morning would be a good format to emulate for starters. Security, scale and reliability are no joking matters. That does not mean they cannot be made to be fun - somehow!

  2. Hi Rich, Congrats on the (relatively) recent acquisition. I hope that you find iNet as enjoyable to work with as I do. Thanks for including us in this article. From our experience I can say that our Mascot has worked very well. The Hero has been shipped to more than 5,000 customers around the world and photographed in some really amazing places. However, I can't say that the Mascot itself is what has propelled our growth, but rather, the Hero Mascot is the physical manifestation of what we represent to our customers - Heroic Support. I don't want to get too salesy' on here but the Hero Mascot would be nothing without the hundreds of Heroic Support technicians that provide truly remarkable Heroic Support for our customers 24x7. Everytime we provide service that exceeds our customers expectation it reinforces our promise of Heroic Support. That is what gives the Hero power in my personal opinion. Travis Stoliker Liquid Web

  3. Kevin Timmons

    Love the data center fairy. Kudos to Chris and team for bringing some levity to the mission critical industry.