Lovefilm launches 'Mamma Mia!' promotion with Polydor

By Louisa Barnett, Brand Republic 04-Aug-08, 11:15

LONDON - DVD rental website lovefilm.com has partnered with Polydor Records to offer customers the chance to buy the soundtrack to current Abba-themed film smash, 'Mamma Mia!'.

As part of Lovefilm's first soundtrack promotion, customers will be able to preview selected album tracks online and purchase them through the amazon.co.uk store for £8.98.

Mia Appelbrink, advertising sales manager for Lovefilm, said: "Mamma Mia! has been a huge hit for both stage and screen, with Abba songs bringing out a guilty pleasure in all of us. With film and music so inextricably linked, it's great to be able to deliver this direct to our customers and to extend the Lovefilm offering even further."

This year's biggest-selling soundtrack will also be promoted through 120,000 of Lovefilm's rental envelopes, which are specially branded for the occasion.

Reaching its customer base of almost one million members, news of the promotion will be marketed through a combination of editorial on the website homepage plus multiple banners ensuring widespread exposure across the site.

Steve Warby, marketing manager at Polydor Records, added: "Lovefilm's expanding customer base proved to be the perfect partner to align with when it came to marketing such a musical release."