Blue Man Group: Creating a Fam-u-lum, Fun-u-lum Day for Families

Marketing Objective

During the 2006 holiday season Blue Man Productions launched a new interactive traveling children's museum exhibit. Blue Man Group needed to extend its reach beyond the hip twenty-something patron to the suburban family by creating a family-oriented marketing and advertising initiative.

Solution

Yellin/McCarron developed a concept dubbed "Fam-u-lum Fun-u-lum," which played off the name of one of the show's musical instruments. The promotion ran for three weeks in December, and for the price of a ticket to Blue man Group, included free admission to the Children's Museum, a trolley ride through the city, and a matinee performance of Blue Man Group at the Charles Playhouse. Gift bags filled with goodies like Blue Man magnets, discount restaurant coupons, and family ski passes were given to all participants. Yellin/McCarron orchestrated the entire promotion, from working with Ticketmaster on voucher distribution to writing copy for print, web and radio.

Results

The Fam-u-lum, Fun-u-lum event sold out in advance, increased ticket sales during the holiday season, and succeeded in expanding the demographic reach of the show.