International Fund for Animal Wellfare  Neighborhood Health Plan  Blue Man Group 

Blue Man Group
Using a Multi-Screen Strategy to boost Ticket Sales

Objective

Blue Man Group began its run at the Briar Street Theatre in Chicago in October of 1996 and continues to wow  audiences with performances that feature three bald and blue characters who take the audience on a journey that is funny, intelligent and visually stunning.  Ticket sales, although still relatively strong, had decreased due to the aging of the show and a sluggish economy.  As Blue Man’s long-time TV buying agency, Yellin/McCarron’s goal was to generate excitement,  introduce Blue Man to new audiences, and ultimately boost ticket sales.

Solution

Understanding the importance of creating multiple touchpoints to reach an active, on-the-go audience, YMI partnered with local ABC affiliate WLS-TV to develop a multi-screen “360 Program” featuring a combination of broadcast, online, mobile and taxi video.  To create additional buzz, we negotiated a promotional tie-in with “Windy City Live” – a locally produced talk show on WLS.  Over a 2-week period, viewers were encouraged to enter to win a trip for four to see the newly opened Blue Man Group at the Monte Carlo Resort in Las Vegas.   Thirty-second ads and 15-second promos ran on TV; banner ads and video ran on abc7chicago.com, the mobile site ABC7togo.com, and in ABC7’s Chicago Taxi TV.  Entries were via the Windy City Live Facebook page, adding a social media element to the mix.

Results

In total, this program delivered over 7.5 million impressions across all media during the first two weeks of October and generated  2,098 entries.  Beyond ads on TV, online, mobile and taxi ads, Blue Man gained added visibility from a “Behind the Scenes” video broadcast on WCL and a live appearance by the Blue Men, who personally awarded the prizes to the lucky winners.

Best of all, full-price single ticket sales increased 6% during this period, a direct result of the added exposure from this program.