How the Movie Wicked Cast a Spell on Social Media
When it comes to magical marketing, Wicked has set a new standard. The highly anticipated film used social media in creative, enchanting, and downright clever ways to promote its release, leaving fans spellbound and buzzing with excitement. Let’s break down their strategies (and maybe pick up a few tips along the way).
Influencer Campaigns: A Star-Studded Show
It’s no surprise that Wicked leveraged its star power to the fullest. Cast members like Ariana Grande and Cynthia Erivo brought their own social media magic, sharing exclusive sneak peeks and behind-the-scenes moments that had fans green with envy (or perhaps just Elphaba-inspired excitement).
Grande took things a step further by incorporating her r.e.m. Beauty brand into the fun. The brand’s Wicked-themed makeup collections sparked tons of engagement, proving that even a little eyeliner can tell a big story. But the beauty magic didn’t stop there—Ulta, OPI, and Beekman 1802 also joined the collaboration coven, offering products that kept fans excitedly guessing what would drop next.
Brand Collaborations: Because Who Doesn’t Want Wicked-Themed Crocs?
Crocs and Béis hopped on their brooms and flew into the Wicked universe with inspired product lines that had fans clicking “add to cart” faster than you can say “Defying Gravity.” These collaborations weren’t just about selling merchandise; they created a shared experience that amplified word-of-mouth buzz and fueled anticipation for the film.
It’s a reminder to us all: when your marketing strategy includes practical-yet-funky footwear, you’re doing something right.
Snapchat: Putting the ‘Witch’ in ‘Witty’
In a groundbreaking move, Wicked became Snapchat’s first-ever partner for its Sponsored Snaps ad format. These ads brought a personal touch to the movie’s promotional efforts, sliding into users’ DMs in the most magical way possible. By using Snapchat’s intimate and engaging platform, Wicked made sure the film stayed top of mind (and top of snaps).
Super Bowl Trailer: A Wickedly Big Reveal
If you’re going to make a splash, you might as well cannonball into the biggest pool there is. Wicked unveiled its first trailer during the 2024 Super Bowl, reaching a record-breaking 123.7 million viewers. The ad didn’t just stop there; it soared to over 230 million trailer views in no time. Talk about flying high!
Pro tip: When you’re debuting your masterpiece, a Super Bowl audience doesn’t hurt. But if that’s not in your budget, a well-placed TikTok or Instagram Reel can work wonders too.
The Takeaway: A Marketing Masterpiece
Wicked’s social media campaign wasn’t just promotional; it was an experience. Through clever collaborations, strategic influencer partnerships, and innovative ad formats, the film created a buzz that no amount of ruby slippers could outrun.
So, the next time you’re brainstorming a marketing campaign, take a page from Wicked’s spellbook. Because when it comes to capturing attention, sometimes you just need a little magic—and maybe some Crocs.
If you’re looking to cast a spell on your audience and generate leads, let’s connect! Email us, and together we can create a marketing strategy that’s nothing short of enchanting.
