The Book of Mormon, a witty and wildly profane musical became a widespread cultural phenomenon. There was much speculation as to how the Mormon Church, and its members, would respond to being mocked in such spectacular fashion. Instead of protests, boycotts, or scathing editorials, the Church decide to answer wit with wit and leverage the interest in their sacred book of scripture by placing ads in the musical’s Playbill program, offering free copies to all who attend.