Publication: Entertainment Marketing Letter

ABBA, ITALIAN STYLE. Olive Garden’s campaign for the road tour of the Broadway show Mamma Mia! includes a sweepstakes, special Abba menu items and in-restaurant play of the “Abba Gold” CD . Grey Alliance and The Erlick Group co-brokered the marketing alliance and developed the campaign with the Darden Restaurant Group chain and the local market promotion agency The Marketing Group. Promotion for the 18-month-long, 40-city roadshow, which began in May ’02, includes a mail-in contest entry form given to diners with each meal bill. The contest offers show tickets, an “Abba Gold” CD, and other merchandise. In-theatre signage, coupons and ads in Playbill, and TV, radio and newspaper ads also promote. An employee-incentive program offers backstage passes. Olive Garden seeks to create excitement for its restaurants and build a strong connection with customers.