A Wickedly Clever Campaign

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Let’s dive into Wicked the movie’s ingenious marketing strategy—a roadmap that could be the key to blockbuster success. The entertainment industry is a monster at marketing, and when a movie goes on to break box office records, it’s often the marketing that made it fly. Take Barbie and Oppenheimer last year. Releasing on the same day created a viral rivalry turned partnership, with “Barbenheimer” inspiring viewers to plan marathon screenings, coordinate themed outfits, and engage in lighthearted competition.

Social media took this further with viral audio trends, AI images, and memes—a marketing dream come true. Barbie also nailed brand collaborations, multiplying its reach through partnerships. With Wicked on the way, all signs point to another winning marketing playbook unfolding.

Like Barbie and Oppenheimer, Wicked’s promotional rollout has been carefully timed, generating buzz through subtle stunts from its leading actors.

Stars Ariana Grande and Cynthia Erivo started hinting at the iconic characters with red-carpet looks: at the Olympics, Grande wore pink, and Erivo wore green. This hype continued at the 2024 Met Gala, a tease that got fans speculating. Wicked’s team had the most wickedly smart idea to focus much of their rollout during October’s “spooky season.” Think about it—October is prime time for discussions about costumes, with witches and enchanted characters among the most iconic choices. This places Wicked squarely in the Halloween spotlight just before its release in November, letting the spirit of the season help boost the movie’s relevance.

Now, let’s talk brand collaborations—the true marketing boosters. Releasing them at just the right time, Wicked tapped into strategic partnerships to expand its appeal. One highlight was the collaboration with Ariana Grande’s R.E.M. beauty brand, merging Grande’s fan base with the movie’s audience through her very own beauty line. Another great move? Partnering with Stanley, a brand that’s taken off with collectors and trendsetters. Stanley’s limited-edition pink and green tumblers perfectly capture Wicked’s iconic color scheme, bringing the movie’s signature aesthetic into fans’ hands.

By targeting the same style-savvy demographic that grew up on tales of Oz and enchanted worlds, these brands are creating anticipation for a nostalgic yet fresh experience.

Another unexpected but genius partnership was with Beis luggage. At first glance, luggage might seem far from the world of Oz, but remember how Beis’s Barbie collection sold out? They’ve found the magic formula for leveraging these movie collabs to appeal to fans and collectors alike, painting Wicked’s signature shades of pink and green across their new collection. It’s not just merch; it’s memorabilia.

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Finally, there’s the “ozmazing” collaboration with Lexus. Their 30-second spot seamlessly blends car features with movie trailer clips, transferring Wicked’s magical energy to a high-end ride.

As Wicked’s release approaches, the movie’s marketing shows just how effective it is to play with subtlety, strategic timing, and high-impact brand partnerships to stir excitement. The magic of Oz is back—and it’s ready to captivate the world once again.

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Written By: Aylin Madrigal - Chief Marketing & Operations Officer at Brand Geniuz