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A Look at Wicked's Marketing Campaign

The world has become saturated in green and pink as the Wicked movie premiered in theaters. Based on the Broadway musical and book, the film's $350M marketing campaign has used a range of out-of-home marketing techniques to drum up excitement, including:


Immersive billboards: From Times Square New York City to the Sunset Strip in Los Angeles, the campaign has used large, visually striking billboards featuring the film's main characters, often stacked next to each other or in succession.


Some of the billboards have used "augmented reality" or AR to engage with viewers, while others have dynamic digital elements.


Public transportation: Bus wraps, subway and taxi ads have also been common in major cities with heavy foot traffic and a large number of commuters. Subway stations are also featuring large displays and posters.


Landmark installations: Perhaps the most creative has been the campaign's use of temporary installations and pop-up displays replicating scenes such as the Emerald City. They even had the Arc de Triomphe in Paris lit green and pink in honor of the film.

The campaign also includes products such as makeup lines, Lego sets, and Starbucks cups


Those in charge of the promotions said they wanted to be "just short of obnoxious" as they bombarded viewers. Do you think they succeeded?

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