The award-winning "Book of Mormon" Broadway musical hits New York. The Church of Jesus Christ of Latter-Day Saints takes advantage of the increased interest and issues their own campaign. The campaign has run in a number of cities with significant success. However, the national acclaim brought by the musical provides significant free marketing opportunity. The church was quick to capitalize.

The LDS church is one of the best at marketing. Their Youtube and TV spots are genious. Their online presence is well established. They can quickly answer questions about the faith and even reach a human contact within a quick search or two. 

Doctrine is readily available. It is tied to a very human feel as they present the message that Mormons are among us and they are great people.

Hats off to jumping on a great opportunity and doing it with class.