Client: Blue Man Group Boston

Role: Strategist

The Client: Blue Man Group is a live performance art ensemble established in 1987, known for their bold and blue faces that blend music, comedy, technology, and visual artistry to emphasize a diverse community and the power of unity.

The Challenge: Blue Man Group excels in drawing tourists and families to its performances but faces a challenge in raising awareness among long-term audiences, especially younger MA residents, including college students.

The Truth: Gen Z in Greater Boston and internationally appreciate and celebrate nostalgia for its simplicity and the sense of societal unity it represents; therefore they actively seek stimulating experiences that remind them of social bonding and inclusiveness.

The Goal: Increase weekly ticket sales by 15% among college students and locals aged 18-25  in Boston through developing promotional content on used social media platforms by the target audience.

The Opportunity: College students, younger locals in MA, and social media users are willing to spend money on new experiences that foster a sense of social unity and inclusion; BMG offers performances to celebrate human connection through art, music, comedy, and non-verbal communication. Each visit to BMG promises a unique and engaging experience as its shows rely on active audience participation.

The Final Deliverable: Witness the BMG’s playful adventure in academia as they interact with students, explore campus life, and “disrupt academic reality.”

Secondary Research

Competitive Analysis

Insights

Instagram and TikTok are where Gen Z gets their entertainment and information.

1.

Gen Z utilizes social media for entertaining themselves, but they also use apps to gather information/inspiration for their life including fashion/trends/weekend activities. (63% of survey participants answered that they use social media as entertainment/leisure the most). Gen Z also thinks connecting with their friends and family is the primary purpose of social media.

Gen Z enjoys weekend activities that foster human connection.

2.

• Survey respondents prefer to go to museums, concerts, and sports games with their friends.

• 33% of Gen Z look forward to in-person experiences.

• Gen Z Nostalgia:

  • Longing for the simplicity and the strong societal tie at that time.

    • 2 in 5 Gen Zs have a fondness for ‘90s music and the entertainment.

    • The rise of “Y2k” on Google Search Engine since 2021.

College students have a limited budget, but will splurge for a unique occasion.

3.

• 79% are willing to spend $0-$28 on a museum ticket 52% are willing to spend.

• $91+ on a concert ticket 34% are willing to spend $30-$60 on a sports game ticket.

• 26% would spend $61-$90.

Gen Z is easily influenced by social media trends.

4.

Nostalgia

• Gen Z wants to develop authentic connections with friends outside of social media. They wish to be less addicted to technology and have real experiences.

  • 53% of Older Gen Z prefer experiences over splurging on tangible items.

  • Gen Z’s nostalgia trend involves the aesthetics of the early 2000s; they want to celebrate their

    individuality and be experimental.

Deliverables

Too Blue for School Video/Social Shoot at Boston University