Mamma Mia! and Cadillac Cars

Objective:
In Chicago, the touring production of Mamma Mia! partnered with Cadillac to increase exposure in key markets for a minimal cost.

Elements:
Cadillac underwrote a 35,000 piece co-branded direct mail campaign that directed customers into their local Cadillac dealership with a test-drive incentive to receive the opportunity to "Buy the Best Seats in the House" for Mamma Mia!. Cadillac also produced a Mamma Mia! "highlights" CD containing details on how to order tickets. These CD samplers were given to those who came in for a test drive. In addition, Cadillac tagged all local print and radio ads with information on the promotion. In exchange, Mamma Mia! held 30 seats to every performance for the exclusive use of these Cadillac customers.

Overview of Results:
At the end of the Chicago campaign, Mamma Mia! had sold all of the 30 seats per performance that were held for Cadillac customers, and there were 187 Cadillac sales, and 440 total General Motors Sales. Because of the success of this campaign, it was rolled out in 2002/2003 in Washington DC, Cincinnati, Columbus, Milwaukee, Cleveland, Pittsburgh, Atlanta, and Charlotte.