In a bid to cut through the traditional marketing clutter of the Edinburgh Fringe’s 2,543 shows that are promoted simultaneously, Scottish comedian Bruce Fummey has adopted an innovative approach to this year’s marketing campaign by offering to GIVE AWAY his entire Fringe marketing budget to someone in his growing army of facebook fans that are helping him to spread the marketing message about his shows.
Launched just a couple of weeks before the official Fringe programme launch, Bruce’s facebook page, simply entitled “Bruce Fummey Wants you to Win his £500 Marketing Budget” has already amassed an army of 700 fans, eager to win the cash and happy to spread the word.
Bruce commented, “This is my 6th year at The Fringe and, as a performer, I am under no illusions: it’s extremely tough to capture your potential audience’s attention. I am only one of 2,543 shows this year that are all being marketed simultaneously… some of us struggle to decide what we’re having for dinner each day, or which colour of iPod to buy. The task of whittling down over two and a half thousand shows to one for a simple evening’s entertainment is a weighty one.”
“The reality is, I could spend thousands on marketing and it would still be a drop in the ocean. So I decided to turn the tables on the traditional ways of marketing and offer up my budget to those with the power to really spread the word” he continued.
Turning to Facebook which now has 21 million users in the UK alone, Bruce set up a free fan page and asked some friends and family to start spreading the word for him. In under a fortnight the fan page has swelled to over 600 fans from over 20 countries and continues to grow. The prize pot started at zero and with each fan added to the page, it rises by a penny. Simple, but effective.
“We’re really in this together. The more people my fans about the page, the bigger the prize pot grows. It’s a win-win situation for both of us. People get to hear about my shows and everyone increases the amount they can win” he said.
The winner will be selected by a live audience at Bruce’s final show at this year’s Fringe and will enjoy the £500 Bruce would have otherwise spent on more traditional forms of marketing such as advertising and printed materials.
Bruce’s show, “2012: The End of the World (It’s Not about the Olympics, Honest)” will run from 4th August 2010 at 8pm in The Beehive in Grassmarket. Tickets are available from www.edfringe.com. Bruce will also be performing “About Nothing in Particular” at the Free Edinburgh Fringe Festival with shows at 10.00pm in the Laughing Horse @ The Counting House.
To be in with a chance of winning Bruce’s £500 marketing budget, visit www.facebook.com/500bruce