In 2003, Wicked made its Broadway debut in New York City, drawing inspiration from Gregory Maguire’s 1995 novel Wicked and the classic 1939 film The Wizard of Oz. Over the years, the musical has become a cultural phenomenon, securing its place as the tenth longest-running Broadway production and surpassing $1 billion in earnings by 2016.
Fast forward 21 years, and Director Jon M. Chu has reimagined the Broadway hit as a two-part movie starring Ariana Grande and Cynthia Erivo as Glinda and Elphaba. But it’s not just the star-studded cast grabbing attention—Wicked’s marketing campaign has been very popular in conversations this year.
Here’s a marketing breakdown on how it defied gravity:
First Trailer Debuted During the Super Bowl
It all started in February at the 2024 Super Bowl game, which reached a record-breaking 123.7 million viewers. This became the perfect stage for Universal to debut Wicked’s first trailer.
Universal Chief Marketing Officer Michael Moses emphasised the importance of going big, stating that the campaign needed to be as “big and declarative as possible.” The 60-second ad offered fans their first glimpse of the movie, quickly amassing over 230 million trailer views. The move not only generated massive hype but laid the foundation for a strategic campaign designed to maximise curiosity and excitement.
Universal’s 400+ Brand Partnerships
Drawing inspiration from Barbie’s groundbreaking 100+ brand collaborations, Wicked scaled its efforts even further, forging over 400 partnerships across various industries.
From fashion, beauty, and lifestyle to toys, home décor, food & drink, and publishing, Wicked immersed audiences in a pink-and-green world that brought its story to life. This consistent use of the film’s colour palette highlighted the power of strong brand identity while engaging consumers across diverse touch-points.
Nostalgia, Emotional Storytelling, and Connection
Every element of Wicked’s campaign tapped into themes of nostalgia, friendship, empowerment, and individuality—core to the musical’s story.
The campaign’s creativity was evident in its immersive marketing tactics:
- Subway Takeovers: Underground subways wrapped in Wicked branding.
- Interactive Billboards: Engaging digital displays.
- “Green Witch” Greenwich: A playful rebranding of Greenwich in London.
- Iconic Landmark Transformations: The Arc de Triomphe lit up in pink and green hues.
These efforts showcased a masterclass in large-scale promotion, sparking global conversations and building anticipation for the film’s release.
Has It Delivered a Strong Return on Investment?
Less than a week after its theatrical release, Wicked is already delivering impressive results:
- $27 million in media impact value (MIV) for fashion brands.
- Searches for Wicked have surged 60% since February 2024.
- It ranks as Universal’s third biggest opening weekend for a 2024 movie.
- 2 billion shopper interactions and 25 billion impressions were generated globally.
- Box office earnings: $114 million domestically and $164.2 million globally.
- Depop reported an 189% increase in searches for “Wicked” between September and October, following a 411% increase earlier in the year.
Wicked: A Cultural Event, Not Just a Movie
Wicked has transcended its roots as a Broadway musical to become an experience, an event, and a cultural moment that audiences are eager to be part of. Whether you’ve seen the movie or not, its vibrant pink-and-green marketing campaign has been impossible to ignore.
As Wicked rides the wave of success and Barbie sets its own precedent, the question remains:
Have these campaigns established a new standard for movie marketing, or are audiences nearing their saturation point?
