The magic behind Wicked's marketing strategy

The film Wicked, based on the popular Broadway musical, has captured the hearts of audiences worldwide. Using compelling music and unforgettable characters to create a unique take on the classic Wizard of Oz story, the film quickly became a cultural phenomenon. Leading up to its release, Wicked has been marketed in a way that ensured it took the lead in pop culture conversations.

Following on from our social media post before the launch of Wicked, our PR Intern, Skye Mellor, takes a deeper dive into the film’s wickedly good marketing strategy.

Brewing up magic: how Wicked?cast a spell on the Met Gala, Olympics, and Starbucks?

A key strategy in Wicked’s marketing campaign was its alignment with the 2024 Met Gala, where the film embraced the theme ‘Sleeping Beauties: Reawakening Fashion.’

Ariana Grande stepped onto the 2024 Met Gala carpet in iridescent glamour, marking the first step into the world of fashion as the ethereal Glinda. Performing a rendition of 'When You Believe' by Whitney Houston, Grande opted for a sheer, Tinkerbell-green dress with her co-star Cynthia Erivo in metallic pink - a subtle nod to their characters Glinda and Elphaba.

The world was given a glimpse of what to expect from the pair vocally and in fashion.

The marketing momentum continued at the 2024 Paris Olympics, where Wicked was featured in a series of viral ads and key moments during the opening ceremony. The Olympics, with its global viewership, provided the perfect platform for the film to connect with a broader audience.

Promos paired footage from Wicked with the themes of perseverance and transformation, drawing parallels between the journeys of Elphaba and Glinda and the determination of Olympic athletes. Iconic songs like ‘Defying Gravity’ were also featured throughout performances during the ceremony.

Wicked also brought a touch of magic to the world of coffee with its collaboration with Starbucks, which offered two limited-edition drinks inspired by Elphaba and Glinda -‘Elphaba’s Cold Brew’ and ‘Glinda’s Pink Potion’, channelling the characters personalities and aesthetics. The Starbucks collaboration was a fun, playful and subtle way to bring Wicked into day-to-day life, turning the magical world of Oz into a fun, accessible experience for fans and newcomers.

Collaborations that sparked interest: A wicked trend

One crucial element of this strategy has been the use of brand collaborations. These collaborations allowed Wicked to connect with products that people use daily, boosting its visibility in an organic and engaging way.

Two well-known brands connecting means they can combine their resources as well as their fanbases, creating a larger and more diverse audience.

For Wicked, this strategy did just that. The film’s marketing team identified brands that aligned with the themes, aesthetics and spirit of the movie through retail, beauty and clothing brands, an easy and practical way to boost awareness.

From spells to style: how wicked is weaving fashion and beauty into its marketing

Two personal favourites out the collaborations in the marketing of Wicked are the partnerships with Ariana Grande’s REM Beauty and H&M Clothing. REM Beauty is known for its ethereal and bold aesthetic, which aligns perfectly with the vibrant personalities of Wicked’s iconic characters, Elphaba and Glinda.

Ariana Grande, who is starring as Glinda, has been able to bring her own unique touch to the collaboration, infusing her signature style into the collection.

The cosmetics line features shades and textures inspired by the film’s visuals, allowing fans to channel their inner Wicked witches. Beauty lovers can express their love for cosmetics and Wicked through make-up products, making this collaboration feel personal and immersive.

Similarly, the H&M partnership was a great, convenient choice that brings the world of Wicked to an everyday setting while still maintaining its theatrical flair.

The clothing collection includes stylish and unique hoodies, bags and dresses inspired by the aesthetics of Wicked, allowing fans to take a piece of the film’s magic home with them, perfectly blending the worlds of fashion and film.

H&M is a brand that prides itself on creating affordable fashion, and by teaming up with Wicked, it introduced the film’s themes and aesthetic to a wider, more fashion-forward audience.

Both collaborations showcase how brands can take a creative and strategic approach to marketing, making fans feel truly connected to the movie in various aspects of their daily lives. The involvement of Ariana Grande, both in the film and in the promotional campaign, adds an extra layer of excitement, as her fans eagerly anticipate both her portrayal of Glinda and her beauty line, creating a thrill around the Wicked franchise.

In a barbie?world:

The marketing strategy used by Wicked shares similarities with the marketing efforts of another major film release, Barbie. The Barbie movie, which was released in 2023, employed the use of brand partnerships in a way that was both bold and innovative.

Similar to Wicked, Barbie used the power of collaboration to build anticipation and draw attention to the film. Barbie teamed up with a huge variation of brands to reach all audiences, from retail to high-end industries like Chanel and Vera Wang. What made the Barbie collaborations so special was its ability to connect with both younger and older generations, especially partnerships with versatile brands such as Crocs and the Barbie Dolls which meant that no one was singled out from getting involved in the fun!

Why collaborations matter: strengthening brand identity and fan loyalty

Collaborations are a tool that help brands build a deeper connection with their audience. By partnering with established companies and aligning themselves with popular products or services, films like Wicked and Barbie strengthen their brand identity but also expand their target audience. It’s about more than just selling a product or creating a buzz for a film, it’s about creating an experience that fans can connect with and become loyal towards.

Brand collaborations allow fans to interact with a film in ways that go beyond the cinema and enhance the audience’s emotional connection to the film. The goal is to make the experience of being a Wicked fan not just a one-time event, but a continuous journey that stays with them long after the film is over.

If you want to bring a little magic to your next campaign, we can help! Contact us?to find out more.