5 Lessons from the ‘Wicked’ Movie Marketing Campaign

The only thing more important than singer-actor Cynthia Erivo’s riff at the end of her song “Defying Gravity” was the marketing blitz that catapulted “Wicked: Part One” into the top-grossing Broadway hit of all time Music adapted for film. Could such a budget (estimated at $150 million) be available? Here are four ways to create the same marketing magic for your events—and a cautionary tale.

1. Find the best balance between heritage and innovation. While the “Wicked” update has reignited interest among loyal fans of the Broadway musical by staying true to the book and paying homage to the original star through cameos in the film and press tour, the marketing campaign has gone all out to attract new audiences. Immersive experiences like renaming London’s Greenwich borough “GreenWitch” became cultural moments. Influencer marketing, elevated brand collaborations, and a steady stream of social media content—from emotion-driven interviews and behind-the-scenes footage to official TikTok audio—tell the stories a new generation wants to hear. You can put a “wicked spin” on your campaign by rethinking how your existing messaging and channels resonate with new audiences, and where there might be opportunities to create more authentic content and emotional engagement.
2. Everywhere. You’d have to be living under a rock — or struck down by a fresh poppy, in keeping with the “evil” theme — not to see the “evil” influence in ads for Target (see video below) and Xfinity, a cosmetics line, Public transit takeovers, immersive billboards, specialty drinks and cups from Starbucks, influencer partnerships, or extensive interviews with stars Ariana Grande and Cynthia Erivo. The publicity spree was strategically orchestrated by Universal Pictures chief marketing officer Michael Moses, who, as he told theater owners at the film’s screenings, was on a mission to “not be annoying.” His argument that we no longer live in a “monocultural” environment reminds us to be aware that our audiences come from multiple channels, especially when event marketers are trying to reach niche groups. If they don’t see the campaign on LinkedIn or Facebook, they can see it on Instagram or display ads, emails, or even through direct mail. If they do end up seeing your event branding everywhere, the power of repetition will work in your favor.
3. Expand your audience reach with strategic partners. Starbucks and Target are perfect partners for any marketing campaign and are perfect for “Wicked” presentations. But the marketing team is also looking for more unexpected brand partners, such as Lego, whose building sets are often more associated with boys and their dads than girls and their mothers, but Lego has also collaborated with other movies With a track record of success and proven cross-generational appeal. . The experience of using LEGO bricks to recreate movie scenes or create your own inspires the same sense of imagination and wonder. according to typeMoses called the deal “a great early indicator of how far we can go.” Consider expanding your reach with collaborators through sponsored content, barter campaigns, emails, and promotional products, and consider bursting the bubble by considering less obvious companies, influencers, and audiences.
4. Dare to dream. Don’t limit your wish list in the early stages of developing your strategy—some ideas may not be as ambitious or expensive as people think. The lighting that illuminates Paris’ Arc de Triomphe in Wickedcore pink and green is nothing but digital magic. Although caution is required, a lot can be done on a limited budget, especially by leveraging artificial intelligence. Launch an event podcast, design branded photo filters for registrants to share with their networks, or publish behind-the-scenes content like booth setup. Social media challenges like the TikTok Wicked Riff Challenge can create engagement and maybe even a few laughs.

The fifth lesson event marketers can learn from the near-perfect “Wicked” campaign is more of a cautionary tale: You can never do enough proofreading. When a customer purchasing a doll for a relative navigated to the URL listed on the back of the box to purchase the ad, Mattel’s “Wicked” doll got more attention than the company or Universal could bargain for. He was taken to an “adult” website, not an official movie site. Proofread marketing assets before they go live to avoid embarrassing mistakes or damaging your organization’s reputation. Not all media is good media.

Kimberly Hardcastle-Geddes is president and chief marketing strategist of mdg, a Freeman Company, a full-service marketing and public relations firm specializing in B2B events.

on the web

Learn more about Universal’s “Wicked” marketing partnership type Interview with Chief Marketing Officer Michael Moses.

‘Wicked’ Star Cynthia Erivo’s Targeted Ad