The musical's success owes as much to its clever use of Twitter and Facebook as anything that happens on stage.

This article titled “The Book of Mormon offers gospel lessons in social-media marketing” was written by Lyn Gardner, for guardian.co.uk on Wednesday 27th March 2013 16.55 UTC

The news that The Book of Mormon set a record on Friday for the biggest single day in ticket sales in West End and Broadway history is probably less a testament to the show itself – insanely enjoyable though it is – than to its clever (and clearly very expensive) marketing, which has used traditional media (to get to that crucial audience who don’t do Twitter) and social media (for those already plugged into South Park) in tandem, to remarkable effect.

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