Good vs. Wicked: The Marketing Behind the Magic
Artwork: Lee Olson
The intersection of theater and marketing—what else could I ask for? I grew up listening to Broadway’s Wicked soundtrack, so when Universal announced the movie's November release date, I marked my calendar and bought my presale movie tickets.* As a Strategic Communication major, I got even more excited when the marketing launched, specifically when Cynthia Erivo sang the iconic Elphaba riff in a Target aisle.
Remember how the color pink was inescapable last summer? Just like Barbie, Wicked has infiltrated the pop culture landscape with collaborations with Target, Ulta, Starbucks, and even Jeopardy, to name a few. Some of my personal favorites are Lego sets, Béis’ green and pink luggage collection, and Lexus rolling out its “Experience OZmazing” campaign. Oh, and don’t forget your Wicked-themed popcorn buckets and drinks.
In all seriousness, though, Wicked marketing is genius. Mia Faleman from SmartCompany explains the marketing strategy as culture jacking: it allows brands to hitch their wagon to an existing cultural event, trend, or moment to amplify their visibility and relevance. It is more than carrying a cup with a green or pink logo on it, it's about empowering customers to carry a piece of magic with them everywhere they go. Part of the drive for high demand is that these merchandise collaborations are limited-time only. This means that even someone who is a more conservative spender may splurge on a Wicked Stanley Cup.
According to Mintel’s 2024 “U.S. Superfans and Enthusiasts Consumer Report,” nearly half of “superfans,” the most enthusiastic and devoted fans, have spent money on official fandom events or merchandise in the past year. The report surveyed 2,000 adults in the U.S. and determined that fandom collaborations and partnered releases are most successful among niche super-fandoms.
But this campaign doesn’t apply to just superfans. Everyone wants Wicked. And from the reception on social media, it looks like everyone is experiencing the magic.
Retailers who partner with Wicked stand out amongst competitors and will see a boost in sales in the coming months. The stage musical, Wicked is one of the longest-running musicals, with the highest-grossing productions, accompanied by national tours and concerts. Since its debut in 2003, Wicked has created superfans who cannot wait for this film to premiere, making the demand for Wicked brand collaborations extremely high.
It can’t all be yellow brick roads and dancing through life. While you have the superfans who already have movie tickets (cough cough, me) others can’t wait for the Wicked buzz to die. Some Reddit users are annoyed that the two-part movie is not being marketed as one, the film partnered with the already wealthy Kardashians, and spamming their feed with pink and green that doesn’t seem to disappear. People are annoyed by seeing Ariana Grande and Cynthia Erivo, the actresses who play Glinda and Elphaba, respectively, cry all over TikTok.
But isn’t that what marketing is all about? Marketing is about making your product inescapable, and Wicked has certainly done that.
And it’s not only the new cast getting in on the fun. The show's original stars, Kristen Chenoweth and Idina Menzel, passed the torch to Grande and Erivo. They have paved the way for generations of Glindas and Elphabas to shine. Grande and Erivo are seamlessly woven into the movie’s press and marketing efforts because they are genuinely honored to be a part of this film. Each interview they give radiates excitement and joy. Grande and Erivo’s passion is palpable and only adds positive energy to the campaign.
SPOILER ALERT. You have been warned.
The reason this marketing has been so successful is that it makes Grande and Erivo equals within the narrative. In a movie called Wicked, one would think that the press surrounding the film would be centered on Cynthia. But, the story is much more than a prequel to The Wizard of Oz. It’s not only the story of how one witch became wicked, but how another became good. It’s much deeper than that. At its root, this film is an exploration of female friendship and ambition. By having Grande and Erivo front and center in every interview, we get to see their chemistry flourish before the lights go down in the theater.
Wicked’s marketing, love it or hate it, has gotten people talking about the film. Ultimately, any campaign's goal is to seamlessly and naturally become part of the cultural discussion. Wicked has done just that. I am excited about a musical I love to come to the big screen because it gives everyone the opportunity to experience the magic without having to travel to New York City.
*I will write a movie review after I see it with my sister and mother, who are bigger musical theater nerds than I am.