Wicked's Marketing Magic: Why It’s Not Easy Being Green.

As Wicked’s movie adaptation hits the big screen, the marketing strategy reveals insights for marketers and theater fans alike.

Like so many, The Wizard of Oz was an annual tradition in my family. My dad loved movie musicals and passed that along to me (which I, in turn, passed along to my daughter). Every holiday season, we’d curl up on the couch and watch Dorothy step from her monochrome Kansas world into the vibrant, technicolor land of Oz. We’d follow her down the yellow brick road and sing along at every opportunity.

Years later, I saw an ad in the San Francisco Chronicle promising a fresh take on Oz in a new musical adaptation called Wicked, based on Gregory Maguire’s book under the same name. At the time, I couldn’t afford to see the show so instead, I fell in love with the soundtrack and vowed that one day, I’d see the stage production. (Spoiler alert: I did…many, many times.)

Now, with Wicked’s movie adaptation set to release later this month, it feels like the magic of Oz has come full circle. As both a huge fan and a marketer, I can’t help but admire the marketing machine behind it all. The campaign, in my opinion, has been a masterclass in navigating expectations and invoking anticipation. So, where is Wicked’s marketing team winning? Let’s break it down.

Where Wicked's Marketing Team is Winning.

The campaign and efforts are operating at a massive scale. The marketing team has done an incredible job of addressing and bridging nostalgia with appealing to new fans by introducing the Wicked brand in a variety of ways.

Tapping Into Nostalgia with Fresh Appeal.

For long-time fans of the stage production like myself, there is always a wariness about whether the silver screen will do the staging, production, and book justice. Past cringe-worthy attempts, such as Dear Evan Hansen, Les Miserables, and Cats left so much to be desired. In 2024 with so much at our digital marketing fingertips, you can see each channel leveraged in clever ways to bring awareness and drive engagement. They started with teasers and trailers highlighting iconic moments within the movie, they leveraged the stars Cynthia Erivo and Ariana Grande’s, own star power to amplify, and as the release grew closer, behind-the-scenes content was pushed to foster authentic relationships between the cast and the audience. Long-time fans were reassured that the movie honored the beloved stage production.

Building Buzz Through Brand Partnerships.

I know a thing or two about this from my time heading digital marketing at Sanrio. Brand partnerships are powerful marketing tools and in my opinion, Wicked has been crushing it. Collaborations with R.E.M. Beauty, Crocs, and luxury designers give the film a wide cultural footprint and ensures accessibility for every type of fan. I lost count at the total number of collaborations but partnering with brands across fashion, beauty, and lifestyle keeps Wicked top of mind across diverse contexts.

Appealing to Both Core and New Audiences.

For years, rumors swirled about a movie adaptation of Wicked and when director Jon Chu’s name was tied to it, it meant that Wicked wasn’t just for die-hard musical theater fans anymore. The campaign’s broad appeal through various media channels and partnerships has invited people who may not know the musical to become part of the story. Casting popular stars like Ariana Grande attracts year-round fans and younger audiences who may be new to Wicked but are drawn by her name and the production’s visual appeal while Tony award-winning actress Cynthia Erivo brings significant stage credibility. The level of thought put into inclusivity can be seen and felt throughout the entire campaign.

Considering the challenges the Wicked marketing team faced, I have to applaud their creativity, tenacity, and execution of the promotional launch for the movie thus far. It wasn’t easy (being green) but like Elphaba, their efforts to defy gravity are paying off.

Now…let’s see what will happen in 2025 when the second half of Wicked is released. Will they be able to top this success? What challenges will they face and what will they do differently?