Inner Circle

Event Marketing  

What Events Can Learn From the ‘Wicked’ Marketing Playbook

by Kimberly Hardcastle-Geddes

 

The only thing bigger than Cynthia Erivo’s riff at the end of “Defying Gravity” is the marketing blitz that catapulted “Wicked: Part One” into the stratosphere as the highest grossing Broadway musical adaptation of all time. Don’t have that kind of budget to work with? Here are five ways to create the same marketing wizardry for your events …

 

Hit the sweet spot between legacy and innovation. While the “Wicked” refresh reinvigorated interest from Elphaba and Galinda loyalists by staying true to the source material and paying homage to its original stars with movie and press tour cameos, the marketing campaign went full throttle to attract new audiences. Immersive experiences such as the renaming of Greenwich in London to “GreenWitch” became cultural moments. Influencer marketing, elevated brand collaborations, and a steady stream of social media content (from emotion-driven interviews and behind-the-scenes glimpses to official TikTok audio) told a story a new generation wanted to hear. Give an event the “Wicked” treatment by rethinking how existing messaging and channels resonate with new audiences and where there may be opportunities to create more authentic content and emotional engagement.

 

Be everywhere. You’d have to be knocked out by a fresh crop of poppies not to see the “Wicked”-themed commercials from Target and Xfinity, makeup lines, public transportation takeovers, immersive billboards, specialty drinks and cups at Starbucks, influencer partnerships, or slew of Ariana Grande and Cynthia Erivo interviews. The publicity frenzy may seem like it was a runaway train to Oz, but it was strategically masterminded by Universal Chief  Marketing Officer Michael Moses, whose mission was to be “just short of obnoxious.” His insight that we longer live in a “monoculture” environment is a reminder to be where our audiences are across multiple channels, particularly as event marketers trying to reach a niche audience. If they don’t see an event on LinkedIn or Facebook, they can see it on Instagram or display ads, in email, or even via direct mail. And if they do end up seeing your event brand everywhere, the power of repetition will work in your favor.

 

Broaden the audience with strategic partners. Starbucks and Target are plum partnerships for any marketing campaign and natural fits for the “Wicked” demo. But the marketing team also sought more unexpected brand partnerships like Lego, which — while often more associated with boys and men — has a successful track record with other movie collaborations and a proven cross-generational appeal. The experience of building with Lego blocks to recreate the movie’s scenes, or create your own, also taps into that same sense of imagination and wonder. According to Variety, Moses called this deal a “big early indicator of how broad we could go.” Is there room for an event to expand its base? Consider extending your reach with collaborators through sponsored content, barter campaigns, emails and promotional offerings — and think about breaking out of the bubble by considering companies, influencers and audiences that aren’t immediately obvious.

 

Dare to dream big. Don’t limit the wish list in the early stages of strategizing — some ideas may not be as ambitious or expensive as one may think. Sure, a Super Bowl spot may be out of reach — but the lights that illuminated Paris’ Arc de Triomphe in Wickedcore pink and green were merely digital magic. A lot can be done with a limited budget, particularly by leveraging AI (cautiously). Start an event podcast, design branded photo filters for registrants to share with their networks, or post behind-the-scenes content like booth set-up. Social media challenges like the TikTok Wicked Riff Challenge can create engagement — and maybe even a few laughs.

 

Proofread. Despite a near flawless campaign, there’s one thing the marketing team got wrong. Mattel’s “Wicked” doll got more attention than the company or Universal bargained for when a customer, who had bought the doll for a relative, navigated to the web address listed on the back of the box to purchase advertising. Instead of the official movie site, he got an “adult” website. Proofread marketing assets before they go live to avoid risking an embarrassing blunder — or your organization’s reputation. Not all press is good press.

 

A version of this article originally appeared in PCMA Convene.

 

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