Something has changed within me, something is not the same

Take a moment to observe some of the brands that grabbed the opportunity that Wicked: Part One provided. Already familiar with riding trends, Stanley released a limited-edition Quencher Tumbler inspired by the film’s lead characters. For toymaker Mattel, this was an obvious opportunity to create a bespoke line of dolls.

Boots also seized the moment through a film partnership delivered by Pearl & Dean, launching a multi-channel Boots x Wicked campaign that blended the film’s magical allure with the retailers extensive beauty and wellness offerings. The results speak for themselves: a 20% lift in beauty sales and a 35% rise in social media interaction, with the #BootsXWicked hashtag trending multiple times.

The shelves were full-to-bursting with pink and green products. Evidently, brands appreciated the value of attaching themselves to a seismic event in the cinematic calendar. But did they understand how much deeper they could go, how much more effective it is to go beyond transactional relevance?

Themed palettes and time-sensitive product drops remain an effective way of inserting yourself into the cultural narrative. However, this only scratches the surface of cinema’s potential. It’s the must-see, must-feel moments present in every film that make the Big Screen such a powerful channel. 

Think of Elphaba’s transformation from secondary sister into sorceress supreme. The golden thread that runs through Wicked: Part One, it’s an emotionally charged journey that keeps viewers invested and engaged. For brands, the challenge is to capture this lightning in a bottle and extend the magic beyond a film’s two-hour runtime - and build a community that endures. 

March of the brand marketers

Wearing the story, whether it’s a t-shirt or a thematic hat, is only one way to show support for a film (and a brand). For passionate fans, true joy comes from stepping inside a story - living it, being active participants in it. 

Superfans thrive on belonging to a world bigger than themselves. The bonus is on brands to bridge the gap between the cinematic universe and the real world. While merchandise can still play an active role in this journey, it needs to be seamlessly embedded into the ecosystem - think Lego’s Wicked range, which invited parents and children to co-create, thus connecting two generations to the same IP. 

Physical spaces elevate brands’ storytelling capabilities to the next level. More than just a projector and a screen, a cinema can be moulded into unique environments that possess characteristics from both the film and the brand, enabling fans to insert themselves into the narrative. 

A strong example is Beavertown Brewery’s ‘Dead Carpet’ event. A takeover of Leicester Square’s Prince Charles Cinema, this was the epitome of a relevant brand experience. The Halloween timing paired perfectly with the brand’s skeleton aesthetics, while enlisting the help of horror icons such as Frankenstein’s Monster and Dracula brought the activation to life. 

Imagine the possibilities if brands invited Wicked fans into the Land of Oz in a similar fashion.

In a world where streaming has seemingly established a monopoly on content consumption, Wicked: For Good is a timely reminder of where cinema fits into the marketing equation. Shared experiences, not pop culture-inspired cameos, are the key to living long in fans’ memories and unlocking a future that’s unlimited.