We can all admit that we saw AND loved Wicked, right? If you are in the dark (or don't get on social media), Wicked is the movie adaptation of the second most highest-grossing broadway musical that has been apart of our time. After the long awaited anticipation of getting a movie released, fans were pleased to know Wicked (the movie) was coming out at the end of 2024.
As the movie was quickly approaching the genius marketing strategy was working overtime, which we all saw (everywhere!). 400 brands in total were on the Wicked train. So, what can Social Media managers learn from Wicked's viral marketing? A lot more than you might consider!
Our first look at the marketing of Wicked was behind the scenes photo of the sets, and actors being filmed. A slow-drip hype for people to slowly get introduced to the idea of the movie before any information was released to the public. A first look, or exclusive access one could say. Social media managers can learn that having exclusive access to information, or a "secret" first look of something can entice people to feel apart of something bigger than themselves which leads people to wanting to follow MORE! For example, if you have a rebrand in the works tease your audience and leave them wanting more. This grows brand awareness as new people could be following your journey.
400 brands were apart of the Wicked marketing, which is a LOT of brands to be apart of one mission. With having these brands collaborate with the movie, it is building brand awareness and growing anticipation, and gaining sales for the partnering brands. A win-win situation! Leverage collaborations with brands that may or may not be anywhere near your wheelhouse. For example, Wicked, a prequel to The Wizard of Oz collaborated anywhere from cosmetics brands, to shoe brands. Don't be afraid to think outside of the box to create killer strategies to build on sales, brand awareness, and engagement.
Another genius marketing tactic that Wicked is taking part in is releasing the movie in 2-parts. The decision wasn't for storytelling...but for marketing. This extends the conversation about Wicked, and allows the audience be engaged for a longer period of time. For social media managers, take into consideration that countdowns, exclusive drops, and mini-series are able to replicate (at a smaller level of course) that with audiences. The memes that came out from the press tour, and posters could also be utilized by creating your own content based on the "most popular" thing at the moment, which was Wicked. This could extend your social media reach!
The Wicked marketing has a great balance of nostalgia and modernizing the story for brand new audiences. If YOUR brand has history tap into that nostalgia, but keep it fresh and new for your audience. Try out all platforms available to you and see what feels right. The marketing team for Wicked had their posts, reels, campaigns going to all platforms to ensure no potential audience was excluded.
In conclusion, Wicked's marketing team was on fire ALL YEAR. It was strategic and savvy for social media. As a social media manager, don't forget to look and think beyond the pink and green and think about HOW brands are getting you to convert. How can you utilize that for yourself and your brand? From building anticipation for a rebrand, to leveraging influencers for your campaigns, embracing memes and make the life cycle of your marketing longer...the options are endless.
