How the Wicked Film Marketing Took the World by Storm
Just like the hit song ‘popular’ the Wicked film has taken the world by storm breaking global box office records.
Over 65 million people have seen the musical in more than 100 cities across 16 countries. This made the film’s success almost certain. But the brilliant marketing team that contributed to the film’s popularity also deserves credit.
Companies from all over collaborated with the highly anticipated film and everyone was on it. Let’s take a closer look at some of these collaborations.
Wicked Collaborations
Crocs:
M&S:
Robinsons Squash:
Betty Crocker Cupcakes:
How can you not love these collaborations!
Lessons to be Learnt
While most companies had amazing success with the collaboration, some companies hit some bumps along the way. Mattel’s Wicked children’s dolls faced backlash when QR codes on their packaging accidentally redirected users to an adult website. A true, costly lesson that highlights the importance of quality control during any job!
But why did more than 400 brands jump on the bandwagon? The truth is, no one wants to get left behind. It’s the same with any anticipated blockbuster, or trend, brands recognise the importance of staying relevant.
This approach is similar to the Barbie bonanza, where the world turned pink. However, Wicked had an advantage—its brand message of individuality and self-expression is less complicated by the historical baggage that follows Barbie.
Building a Community
For fans, these campaigns created a sense of community, making them feel like they were part of something bigger. For superfans, the collectable memorabilia was a dream come true. It’s a win-win— minus a minority who may tire of the hype.
What Else Could Have Been Done?
While the movie’s marketing was done so well, there’s always room for more. Local bookstores and music stores could have hosted themed events celebrating the original books and soundtracks, bringing communities together in the spirit of Oz.
Regardless, the Wicked marketing machine has solidified this phenomenon as one that will live on for years to come.
So, the real question is: Are you green or pink?