MAMMA MIA! 20th anniversary

Premier’s digital teams have been working on the MAMMA MIA! website since 1999, providing a range of online services ever since.

On April 6 2019 the show celebrated its 20th anniversary at the Novello Theatre in London's West End. Premier’s digital teams helped with the celebrations by providing online services including content creation, filming and editing exclusive footage such as behind the scenes, cast and creatives interviews and the birthday gala performance itself.

Premier also provided social media campaigns with content creation designed to showcase MAMMA MIA!’s enduring appeal for the last two decades. This was supported by engaging Instagram takeovers and regular Instagram and Facebook stories, all carefully coordinated with the client to result in a compelling lead-up to the 20th anniversary celebrations. Premier also ran an online prize draw promotion with an exclusive prize giveaway each day on the 20 days running up to the anniversary.

Premier also provided supporting e-marketing services, with promotional mailshots designed to highlight the MAMMA MIA!’s 20th anniversary online activity.