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Case Study

Mamma Mia!


Mamma Mia!

Find appropriately positioned national partner to extend touring show’s 2002 marketing plan/awareness.


Olive Garden

  • Olive Garden perfectly complements show’s “Italian” imagery and audience demographic.
  • Its national major market presence significantly extends local impact.


Reciprocal integration into partner’s print/electronic media In-restaurant promotion 6-8 weeks prior to opening including special Mamma Mia! family dinner menu, posters, check presenters, server hats/buttons as well as Abba CD music playing Family VIP Sweepstakes offering opening night tickets, show merchandise, dinner gift certificates and CDs Exclusive backstage tours for consumers/employees In-theatre signage.


First sponsorship in Olive Garden’s history.

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