Case studies

MAMMA MIA! Case Study

Magic Radio launched ‘Magic ABBA, in association with MAMMA MIA!’- the first ever pop up digital radio station in conjunction with a commercial partner and the first time a station has been dedicated to the music of a single band. This was supported with further branded content around the ‘Magic of the Musicals ’event and a competition to find ABBA’s best songs that ran across the summer months.

The challenge

MAMMA MIA! is one of the most successful West End Shows. It’s currently in its 18th year at the Novello Theatre, and in 2016 was on its first ever UK tour. Our challenge was to promote MAMMA MIA!, and to drive ticket sales and an uplift in awareness over the summer period, May to end of August.


Our Approach

Magic Radio wanted to push boundaries and claim some industry firsts – no one had ever launched a pop-up digital radio station in conjunction with a commercial partner before, and never had a station been dedicated to the music of a single band before. With the music of MAMMA MIA! being all about ABBA, a key artist of Magic Radio’s playlist, they were the perfect partner to create some amazing new programming with on Magic Radio.


The Idea

‘Magic ABBA, in association with MAMMA MIA!’ launched on the 5th May, a digital station celebrating the music of the Swedish pop legends for a 6 week period. It formed part of a 4 month campaign between Magic and MAMMA MIA! that also included an alignment between MAMMA MIA! with the sell-out event, Magic of the Musicals, a new event bringing together the best casts from London’s West End Musicals to the Royal Albert Hall on the 23rd May, and concluded with a competition where Magic listeners voted for their favourite ABBA tracks, with the greatest songs been played out on air over the August Bank Holiday Monday.


The station ‘Magic ABBA, in association with MAMMA MIA!’ was available on DAB digital radio in London, Manchester, Birmingham, Teesside, Tyne & Wear, Humberside, Leeds, Edinburgh, Northern Ireland, Tayside, Inverness and across the UK at and on the Magic app for iPhone, iPad and Android. There was also a bespoke web page at The station played the bands hits 24 hours a day, and this was interspersed

with exclusive content, as presenters talked to former MAMMA MIA! cast members and new cast members, following their journey as they joined the smash hit musical in the West End in June. The station also talked to the people behind the show and learned how Benny Andersson and Björn Ulvaeus’ timeless songs inspired MAMMA MIA! It was supported with trails, live reads and sponsor credits all promoting MAMMA MIA! and driving ticket sales.

The Magic and MAMMA MIA! content partnership extended with the ‘Magic of the Musicals’ event. We ran a spotlight campaign on Magic London, giving listeners the opportunity to win tickets to ‘Magic of the Musicals,’ where they could win a holiday to Greece live at the event. This gave great stand out as well as adding to the audience’s overall experience of a fantastic evening. This partnership aligned MAMMA MIA! with the sell out event through effective key messaging, station endorsement and joint branding on the Magic homepage.

Following the ‘Magic of the Musicals’ concert, we ran a Magic Rated campaign on Magic London, Mellow Magic and Magic Chilled to drive ticket sales for MAMMA MIA! This was a creative led campaign that used live audience reactions or ‘voxpops’ from the ‘Magic of the Musicals’ night as the body of the trail. This campaign began at the end of June and ran until the end of July and meant that MAMMA MIA! had a constant presence through the summer.

Finally over the August bank holiday weekend, we ran a spotlight campaign with trails directing listeners to go onto the Magic website and vote for their favourite ABBA song from a selected list. By voting for a song, listeners were entered into a competition to win a VIP MAMMA MIA! experience for two. The trail also directed listeners to listen to the special ABBA countdown show in ‘Magic in the Morning’ on the August Bank holiday Monday. This show focused solely on the music of ABBA and included references to the show MAMMA MIA!



of promised impacts were delivered through the Magic ABBA station


of promised impacts were delivered through the spotlight voxpop campaign


of promised imapcts were delivered on the August bank holidays 'vote for ABBA's best song'campaign

It’s incredibly exciting to be working with Magic on this unique pop-up digital radio station featuring the music of ABBA and MAMMA MIA! The songs of ABBA have always been irresistible and this is a fantastic celebration for both ABBA and MAMMA MIA! as the musical enters its 18th year in London’s West End

Judy CraymerCreator/Producer of MAMMA MIA!