Clarke Lights Bruins’ Fuse in Viral Video

BOSTON Local comic Lenny Clarke will headline a viral video urging fans of the National Hockey League’s Boston Bruins to vote the team’s players into the 2008 NHL All-Star Game.

The appearance of the edgy actor/comedian is part of “Vote Bruins,” an integrated effort from independent Fuse/Ideas that melds traditional, interactive and social-networking components. As the name suggests, “Vote Bruins” will spoof the 2008 Presidential race with TV spots, viral videos, MySpace pages, e-mail pushes and related promotions. (The Clarke clip will be co-produced by Fuse and New England Sports Network.)

The budget was not disclosed, but the Bruins spent $800,000 in measured media last year and $300,000 in the first half of 2007, per Nielsen Monitor-Plus. Those aren’t huge numbers, but the outlay goes a long way concentrated in New England media.

David Turk, director of marketing for the Bruins, said Fuse’s reputation in sports marketing and multi-platform campaigns led the team to hire the shop without a review. And the chance to work with one of the region’s iconic franchises on a high-profile effort made the business an important addition for Fuse, said agency president Dennis Franczak.

Somerville, Mass.-based Fuse in September added the Snip-its chain of franchised kids’ hair salons. It has also recently worked for clients including, Comcast, Disney, McGraw-Hill and Scripps Network.