It’s no secret that social media has revolutionised how we discover and consume content—and the film industry is keeping pace with these changes. In today’s world, it’s not enough to simply advertise a film; audiences expect to be engaged, intrigued and immersed in the story long before they sit down in the cinema. The marketing campaign for Wicked, released today (22nd November), exemplifies this shift. By blending strategic brand collaborations with community-building efforts, the film has turned its promotion into an all-encompassing cultural event.
Let’s explore how Wicked has captured the public’s imagination…
The Wicked Marketing Magic
Following the incredibly successful strategies pioneered by Barbie, Wicked demonstrates that successful film marketing is no longer just about creating buzz—it’s about building a movement. Here’s how they pulled it off:
- Teasing the Audience Like a Pro
The first teaser for Wicked dropped an impressive nine months ago during Super Bowl LVIII, setting the tone for a meticulously crafted marketing campaign. Rather than relying on a single, fleeting moment of hype, the team behind Wicked opted for a slow-burn strategy.
Over the months, they’ve strategically released behind-the-scenes content across platforms, such as Instagram and TikTok, providing fans with glimpses of the magic behind the curtain. These carefully curated sneak peeks have sustained interest and kept conversations alive, proving that the art of leaving fans wanting more is as powerful as ever.
- Leveraging Brand Collaborations to Build Cultural Relevance
Wicked has taken brand partnerships to new heights, showing how collaborations can embed a film into the fabric of everyday life. By joining forces with household names, such as Stanley, H&M, Starbucks, Lego and Mattel, Wicked has definitely crossed the boundaries of traditional film advertising.
But the campaign didn’t stop there. Collaborations with lead actress, Ariana Grande, and singer Charli XCX, introduced a “Wicked Brat Summer”, aligning the film with 2024 pop culture’s biggest trends. Ariana’s brand, R.E.M., also launched a Wicked-inspired product line, proving how lifestyle brands can extend a film’s influence far beyond its core audience. These partnerships have turned Wicked into a fashion statement, a daily accessory and even a mindset, making it a part of fans’ lives before they’ve seen the film.
- Perfect Timing for Maximum Impact
Timing is everything in marketing, and Wicked has expertly capitalised on the seasonal calendar. By leaning into the Halloween season, the campaign gave fans the perfect excuse to dress as their favourite characters, Glinda and Elphaba, twice—once in October and again in November. This turned Halloween into a celebration of Wicked, embedding the film deeper into pop culture and fans’ traditions.
- The Shift to Community Building
The success of Wicked’s marketing strategy proves that modern film marketing isn’t just about selling tickets—it’s about fostering connection. Audiences want to feel like they’re part of something meaningful, and Wicked has delivered by creating a shared cultural experience.
Through consistent fan engagement, immersive collaborations and clever timing, Wicked has positioned itself as more than just a film. It’s a trend, an event, and, most importantly, a community.
Will you be heading to the cinema to watch Wicked?
