When the world of Oz descended into our lives courtesy of the new Wicked movie, it didn’t come with a film alone, it conjured up a whole cultural phenomenon.
Starring Ariana Grande and Cynthia Erivo, Wicked set a new benchmark for tie-ins and experiential marketing. From green-hued Starbucks drinks to whimsical IRL projections, the Empire State Building lit up in signature pink and green and Erivo and Grande cosplaying at the Paris Olympics, the campaign wove its magic everywhere. According to Universal Studios chief marketing officer Michael Moses, the strategy was being “just short of obnoxious,” and Universal partnered with 400+ brands for a massive marketing blitz.
The Wicked launch offers a veritable witches’ almanack of lessons in immersive brand experiences audience connection, and creativity. Using our proprietary spellbook as a guide (check out our MARVELS framework here), read on to discover what your brand can borrow to craft your own unforgettable campaign.
Lesson 1: use spectacle and immersion to transport your audience to another world
The Wicked campaign knew how to turn heads. With partnerships spanning 450 brands and generating $350 million in media value, its reach was colossal. Starbucks brewed up Wicked-themed beverages, while Ariana Grande’s R.E.M. Beauty unveiled a themed collection. Add in a series of interactive pop-up events and themed projections, the campaign did more than market a movie. It invited audiences to step into the Wicked universe.
This is our Magic pillar from the MARVELS framework in action. Immersive experiences like these allow audiences to live and breathe a story. They don’t just watch; they feel like part of the narrative. Combine this with the Labelling pillar, that is to say consistent, recognisable branding such as green visuals and iconic witches, and the campaign solidified its identity in the audience’s mind. For brands, the takeaway is clear: create experiences that transport your audience and leave your brand unmistakable.
Lesson 2: build anticipation and own the conversation over the long term
Wicked mastered the art of suspense. Over months, it teased visuals, released character reveals, and rolled out events that kept fans buzzing. Every piece of content added fuel to the fire, ensuring the campaign stayed top-of-mind.
This is where Relevance and Adequacy have their chance to shine. By tapping into shared cultural memories and values—like nostalgia for the Broadway musical and The Wizard of Oz—the campaign made itself immediately relatable. And it didn’t stop there; every execution exceeded expectations with creative polish, ensuring the audience was consistently delighted. Brands can learn from this behaviour to extend their campaign arcs, using consistent storytelling and audience insight to keep people engaged.
Lesson 3: use nostalgia and emotional resonance to strike a chord
At its heart, Wicked is a story of transformation, friendship, and empowerment. Yes, all themes that can resonate with a brand’s audience. By leaning into these universal ideas, the campaign managed to strike an emotional chord with audiences across generations.
This is the power of Relevance. Emotional connections are the holy grail of marketing, as when audiences see their own experiences, values, or aspirations reflected in a campaign, it becomes personal. Whether you’re launching a blockbuster or a new product, remember that storytelling isn’t just about selling, it’s about feeling those feelings!
Lesson 4: encourage participation and make fans a part of the story
One of the standout elements was its ability to bring fans together. Through co-creative activations like themed events and social challenges, the campaign encouraged a sense of community. Fans consumed the campaign, but they also massively contributed to it. These shared experiences amplified emotional impact and, of course, word-of-mouth marketing.
This is Sociality at work. When audiences engage with your campaign, they become advocates. Add our Exchange lever(offering opportunities for meaningful participation), and you deepen their connection with your brand. For marketers, the lesson is simple: let your audience play a role. The more they invest in your story, the more invested they’ll be in your brand.
Lesson 5: leverage iconography and humour to stand out (and stay on brand)
There’s no doubt that the Wicked campaign leaned heavily into its iconic imagery. Green motifs, witches, and spellbinding visuals. And of course, Jonathan Bailey. But it also added playful touches, from Ariana Grande’s lighthearted TikToks to whimsical projections that delighted fans, it made the campaign both memorable and widely appealing.
Here, we see the interplay of Labelling and Magic. Iconography strengthens brand recall, while humour adds a layer of accessibility and delight. For brands, the takeaway is to double down on recognisable elements while ensuring there’s room for joy and spontaneity. A bit of humour can work wonders in creating emotional resonance.
In summary: how to craft your own marketing magic
So, what can brands learn from the Wicked launch? First, invest in immersive experiences that make your audience feel part of something bigger. Second, build anticipation by rolling out a strategic campaign that evolves over time. Third, don’t underestimate the power of nostalgia and emotional storytelling to create personal connections. Finally, encourage participation and leverage your brand’s unique elements to ensure every touchpoint reinforces your identity.
At We Are Collider, we’re experts in blending creativity with strategy, grounded in behavioural science. Using our MARVELS framework, we help brands craft experiences that don’t just dazzle—they deliver. Do you have a favourite moment from the Wicked launch? Enchanted by another campaign you saw this year? Share your thoughts in the comments or if you want a more in-depth discussion get in touch.
Image source: Universal Pictures
