Back in the 1970s, the Swedish band Abba had a hit song titled “Mamma Mia.” A few years ago, that song inspired a hit musical Movie of the same name with a soundtrack featuring many of Abba’s songs. Not long after came the hit sequel movie, Mamma Mia: Here We Go Again. The original movie had a great cast of actors, but it still needed some marketing to make sure it got the attention it needed, especially if they wanted to appeal to a younger audience who might not be familiar with Abba. So to make sure they reached a wide audience, a lot of effort was put into marketing. Luckily their marketing efforts paid off and the movie was a hit, ensuring the sequel would also be a big hit. What sort of inspiration and lessons can businesses learn from Mamma Mia’s marketing efforts?

1. For the sequel, two posters were used. One simply had a simple picture of denim overalls, that the main character preferred to wear, and had a list of the significant cast members. The other had a group photo of the cast, both for the present-day characters and those for the flashback scenes. This tactic would require people to have some familiarity with the original movie.
2. Of course, there were trailers released for the sequel, to give an idea of the storyline. One was released at the beginning of Pitch Perfect 3 because they felt there would be an audience overlap.
3. An extended commercial for the sequel was aired during the Grammys, not only to reach an musically-inclinded audience but to also confirm that Cher would be in the movie.
4. Featurettes and behind-the-scene videos were released for the sequel to get more audience attention.
5. Sony’s overall marketing focus for the sequel was to focus on singing and dancing and present a fun, lighthearted alternative to all the action movies being released.
6. When the original Mamma Mia movie was released, Ikea joined with it to be a marketing parnter. It makes sense, after all, to have a Swedish furniture giant join up with a movie featuring songs from a hit Swedish pop band. Ikea aired trialers for the movie and had Abba sing-alongs at stores.There was even a Rev. Moon-like mass wedding following an “Ikea ‘I Do, I Do, I Do, I Do, I Do’ Want to Get Married at the Mamma Mia! Wedding Event” Couples Search.” Ikea did it more for keeping the brand at the top of people’s minds than increasing awareness.
7. Unilever partnered with Mamma Mia, even though its Pond’s products weren’t in the movie. Instead it attached itself to practically every other aspect of the movie’s marketing.
8. Marketing for the original movie involved making the movie appear entertaining and as a “feel good” movie that can lift people’s spirits.
9. The original movie and its marketing drew strength from the past. Abba’s songs from the 1970s are still popular today, and could even be considered “fresh.” It’s possible you could have some old slogans or marketing things you can dust off and reuse?
10. The original movie was able to get people to come back and see it again and again. It’s a great example of a product with re-purchase power.
11. The movie was even able to “upgrade” it self by providing sing-along versions, giving you the ability to get up and sing during the movie. Sort of a combination of a movie and karaoke in one.

Mamma Mia‘s marketing efforts knew how to play up the movie. They knew who their audience was an how to reach them. They knew how to play up the key points of the movie (how entertaining it was, how it was a “feel good” movie, and the music aspect of it). They knew how to get people to come back and see it more than once. And they knew how to take advantage of using markeing partners. Overall, it’s a great example of knowing your product well and using a variety of marketing tactics effectively.

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