How Blue Man Group Keeps Their Advertising Fresh
Blue Man Group is known worldwide for their innovative art and music performances. With the show running for over 30 years and consistent advertising year long, Blue Man Group is always looking for new ways to keep their outreach interesting.
During the 2023 holiday season, Blue Man Group took a special approach to their promotional efforts by sharing holiday specific creatives in one of their home cities: Boston.
Blue Man Group used Soofa Signs in Boston for the first time to successfully display their ads and reach new and returning audience members. We spoke to Andrew Darcey, the Director of Marketing for Broadway in Boston to hear how Blue Man Group created impact with their Soofa campaign.
Taking a New Approach
Darcey said that Blue Man Group’s goals for the campaign were to, “get in front of people throughout the holiday season who were looking for family-friendly things to do.” In addition to promoting their holiday performances, Darcey said that there was also, “a goal in 2023 to make sure the new brand campaign had prominent outdoor placements, and heightened visibility. The goal was to go with flashy placements as opposed to frequency.”
When choosing Soofa Signs, Darcey said, “We reopened conversations with Soofa and talked about our desire to hit high profile locations in a more cost effective way than other media platforms.”
Supporting Success
Blue Man Group wrapped three Soofa Signs in vinyl and displayed digital ads on three signs in Boston Seaport and Legacy Place in Dedham, MA. Their campaign ran for one month and gained them an estimated 500,000 impressions.
When asked about direct results they saw from their campaign, Darcey said, “We always see a huge uptick during the holidays. Ultimately, Blue Man Group is a similar product to when it started 30 years ago, and that's why so much energy, time and money is spent during the holiday period. We really want to make sure we achieve our goals during December.”
Since Blue Man Group is a long-running show, Darcey said, “That's one of the reasons we're always looking for something different. Soofa offered a different way to be in front of people than we've ever done before. We don’t do the same outreach every year because that's not going to work with the same brand. We're always trying to change it up.”
With their established brand recognition and new approach to outreach, Blue Man Group was able to maintain their holiday season success with Soofa Signs.
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