Universal Pictures partners with huge brands for spellbinding Wicked campaign
Ahead of the Australian premiere for the film adaptation of the legendary musical, Wicked, Universal Pictures is working with significant local brands to bewitch Sydney with the movie’s magic.
The film distribution and production company has tapped several partners, including American Express, LEGO, Myer, Scentre Group, OPI and Big W, to deliver experiences and activations for the fantasy musical film.
“We are thrilled to secure an incredible roster of brand partners to support our multi-layered marketing campaign for Wicked, which is a testament to the ongoing popularity of the film’s powerful IP,” said Suzanne Stretton-Brown, Universal Pictures ANZ marketing director.
“Wicked appeals to people of all ages and backgrounds, so we need a campaign that goes beyond traditional media.
“Our wonderful brand partners will help us bring the magic of Oz to Australia and contribute to making Wicked a cultural event across the country.”
American Express is serving as a presenting partner for the film’s premiere at The State Theatre on November 3 – an event that will see the film’s director Jon M. Chu, and stars, Grammy Award-winning artist Ariana Grande, multi-award-winning singer and actress Cynthia Erivo, Bridgerton star Jonathan Bailey, Jeff Goldblum, Ethan Slater and Marissa Bode, take to the carpet.
As such, certain American Express Card Members will receive the opportunity to attend the premiere and enjoy front-row access to the red carpet and experience the theatre’s newfound identity as Munchkinland for the event.
“We love nothing more than giving our customers access to special events and creating unforgettable moments,” said American Express’s vice president of customer marketing and member experience, Naysla Edwards.
“Partnering to present the highly anticipated premiere of Wicked will provide our card members with unique access to what will be an incredibly magical experience.”
Meanwhile, the LEGO store on Pit Street Mall will host a significant product display alongside an in-store takeover expected to run until November 7.
According to LEGO Australia and New Zealand’s general manager and vice president, Troy Taylor, the store’s participation will deliver recreations of characters, moments and locations present within the film.
“We’re truly excited to collaborate on this unique moment to reveal our awesome lineup of LEGO Wicked sets,” Taylor said.
“The LEGO Group recreated some of the most unique locations, characters and heartwarming moments from the film, so fans can create their favorite Wicked moment using LEGO bricks.”
Similarly to LEGO, Myer Sydney is gearing up to host a Wicked-related display in its Market Street windows – the only official film props and costume display in the country. The retail store’s Christmas shop, or ‘Giftorium’, on Level 7 will also support a pop-up experience.
“At Myer, we’re thrilled to bring the magic of Wicked to life for our customers with an enchanting window display, an immersive yellow-brick-road experience, and a Wicked-themed lounge,” Myer’s acting chief merchandise officer, Chris Pitts, expressed.
“We’re proud to celebrate one of the most iconic stories of all time in a memorable way for our customers to enjoy.”
Competitions are also being used for the campaign. Scentre Group – the owner of shopping centre chain Westfield – is offering Westfield members the chance to secure a cash prize of $10k to spend on a shopping spree for themselves and another person. Additionally, certain Westfield outlets are hosting photo moments and “surprise and delight experiences” for customers.
“There has been huge anticipation for the release of Wicked this year. We’re delighted to be turning selected Westfield destinations pink and green with bewitching Wicked experiences, exclusive Westfield member competitions and magical moments for our customers to enjoy and share in the excitement,” said Jacqui Waine, general manager for marketing and community at Scentre Group.
Nail brand OPI and the Town Hall store for retailer BIG W are lending merchandise to the campaign.
Apart from supporting a four-week, full tram wrap in Sydney’s CBD, OPI is releasing a limited-edition nail collection inspired by Wicked, filled with press-on nails, shades and polishes that glow in the dark.
“OPI is excited to partner with Wicked to bring this extraordinary collection to life and invite fans to ride the striking pink and green tram ahead of the film’s premiere. We look forward to seeing fans share their creative #OPIxWicked looks,” OPI ANZ’s senior marketing manager, Michele Boulos, said.
A range of toys, clothing and role-play products will be on sale at BIG W Town Hall. The outlet is also hosting a contest whereby shoppers that spend $20 on a Wicked item may win one of 10 Wicked-themed prizes, such as a private screening of the film, and official Mattel singing dolls of the film’s heroines, Glinda – played by Grande – and Elphaba – played by Erivo.
Credit: Universal Pictures. (L-R): Cynthia Erivo as Elphaba, Ariana Grande as Glinda
“BIG W is thrilled to be a part of the Wicked premiere excitement!” Christine Faulkner, BIG W’s head of commercial for play (toys and leisure), said.
“Our Town Hall store is ready to be a destination for Wicked fans, offering a great range of merchandise to celebrate this enchanting movie.”
The City of Sydney, Novotel, Camila and Starbucks are also lending their support to the campaign.
Based on 1995’s ‘Wicked: The Life and Times of the Wicked Witch of the West’ by novelist Gregory Maguire, the musical theatre adaptation of Wicked premiered on Broadway in 2003 to tell the backstories of Glinda the Good and the Wicked Witch of the West from the 1939 film, The Wizard of Oz.
To date, Wicked is one of Broadway’s bestselling musicals. By 2013, the show had brought in more than $3.2 billion across the world, with over 30 million people having seen it.
The film iteration of Wicked will be released in Australian cinemas on November 21.
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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topics
American Express
Ariana Grande
BIG W
Camila
Chris Pitts
Christine Faulkner
Cynthia Erivo
Jacqui Waine
Lego Australia
Michele Boulos
Myer
Naysla Edwards
Novotel
OPI
Scentre group
Starbucks
Suzanne Stretton-Brown
The City of Sydney
Troy Taylor
Universal Pictures
Westfield
wicked
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