The Wicked cultural phenomenon is bringing back worldbuilding

Film tie-ins were quite the thing when I was a wee lad, and Wicked’s movie merchandising campaigns feel comfortingly nostalgic.

Wicked’s marketing machine has proven to be a finely oiled beast, with extensive strategic partnerships spanning themed experiences, product tie-ins, social media buzz and - for the conspiratorially-minded - perhaps some crafty ‘dark’ advertising tactics.

The buzz kicked off last month with Mattel’s Wicked-themed dolls based on the movie's main characters, tapping into the collectables market. This was, of course, the subject of unprecedented media attention due to the packaging featuring a certain adult site instead of the official movie webpage. If this was intentional (and there’s certainly no evidence it was) then one can’t help but marvel at the dastardly genius underway behind the scenes.

Partnerships with lifestyle brand ‘R.E.M. Beauty’ (Ariana Grande’s makeup line) and OPI, meanwhile, played to the film’s core tenets, with themed makeup collections and nail polishes inspired by the film.

Experiential marketing was also featured in the marketing drive with The Hilton Midtown in New York creating a ‘Stay Like Wicked’ suite, fully themed with green and pink decor inspired by characters Elphaba and Glinda. The immersive stay experience was designed to generate social media buzz and deepen fan engagement.

Car manufacturers got in on the fun too, with Lexus introducing two custom concept cars themed around the lead characters, emphasising design details like "cargo space for broomsticks”. These vehicles were showcased during the film's premiere, adding an air of exclusivity.

Crocs and Monopoly also launched themed product lines, appealing to both younger fans and collectors. And, Lego released a collectable ‘Wicked’ set, aligning with the brand’s history of pop culture collaborations.

Meanwhile, Butterkist, the popcorn brand, partnered with Universal Pictures.

Led by the Red Consultancy, the product line included limited edition products, in-store promotions, experiential and OOH, influencer activations, paid social and an editorial press programme.

View this post on Instagram
A post shared by @butterkistuk

Our take

I’m no connoisseur of musicals, so I somewhat dutifully accompanied my wife and friends to a Wicked showing last weekend. Some cringey promotional interviews also did nothing to warm me to the franchise.

I can report, however, that Ariana Grande and Cynthia Erivo put in truly tour de force performances in this brilliantly conceived outing, which was fun and playful, while masterfully exploring some deeper themes. Hell, I even caught up on a few YouTube deep dives afterwards, completely of my own volition.

Wicked’s marketing is notable for playing to the film’s core messages of self-discovery, empowerment, and challenging norms: building on the film’s fantasy world. The makeup lines are inspired by the magical aesthetic of the Emerald City, encouraging fans to embrace their individuality, while the Hilton tie-in embraces storytelling and experiential.

It all feels like a genuine and organic cultural phenomenon backed by a decent movie franchise, but of course, a lot of the hype is carefully engineered: and brilliantly so.