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Retailer IKEA, founded in Sweden in 1943, is known for affordable home furnishings and an abundance of Allen wrenches. In 2008, the company solicited 20 couples to participate in a special Mamma Mia!-themed group wedding and commitment ceremony, on its dime. The "IKEA 'I Do, I Do, I Do, I Do, I Do' Want to Get Married at the Mamma Mia! Wedding Event" was a joint effort with Universal Pictures. Entrants had to tell, in 250 words or less, why they should be selected -- and winners had to bring their own marriage license.
The ceremony took place on July 17, 2008, at the Burbank store, with a reception that included ABBA tunes and Swedish meatballs. We happen to know personally that at least one couple married at the event is still living happily ever after.