by By: Emma Heim
When the trailer for “Wicked: Part One” dropped, social media practically turned green overnight. Fans flooded TikTok with reactions, editsand emotional commentary, reigniting love for a story that first took Broadway by storm over twenty years ago. But this is not just a case of fans being excited; it’s a masterclass in how nostalgia and digital storytelling collide in today’s advertising and public relations landscape.
As you may be familiar with, nostalgia has become one of the most powerful tools in modern campaigns, especially in entertainment. For “Wicked”, Universal Pictures and its public relations team understood the emotional connection audiences already had to the show and leaned into it for this classic remake.
The first teaser to note was released during the 2024 Super Bowl, which did not rely on flashy effects or detailed plot reveals. Instead, it featured the familiar sounds of a popular note from “Defying Gravity.” The trailer included recognizable imagery such as Elphaba’s green hand and Glinda’s bubble. These moments sparked an immediate conversation across social media platforms.
https://www.youtube.com/watch?v=BF_eZ5Ye2NI
The way that “Wicked” blends memory and emotion, its marketing connects multiple generations. Millennials who grew up with Idina Menzel and Kristin Chenoweth are now reliving their teenage theater obsessions, while Generation Z and Generation Alpha are discovering the story for most likely the first time through social media campaigns and with the film’s release on the big screen. The marketing is filled with nostalgia, which is an effective way to transform a piece of entertainment into a shared cultural moment.
Beyond the trailer, Universal has continued to build into this wave of collective excitement through influencer collaborations, branded products trends. These tactics demonstrate how nostalgia is not just about looking to the past, but it is also about using the past to build anticipation for future releases.
“Wicked: Part One” has partnered with hundreds of brands across multiple categories to get “Wicked” into consumers’ hands. There was beauty, fashion, food, and beverages. They really put “Wicked” into everyday consumption. Some examples included “R.E.M Beauty”, Ariana Grande’s founded brand, which launched a Wicked-inspired collection. OPI released shades tied to the film’s colors/themes. “GAP” released hoodies inspired by Glinda and Elphaba. “Starbucks” launched “Glinda’s Pink Potion” and “Elphaba’s Cold Brew.” Of course, we also had the movie theaters, which came out with popcorn buckets for collectors to have. These were just a few examples of their marketing campaigns. Influencer collaborations were huge from October, leading up to the release date. Thousands created content, produced Wicked-inspired content across Instagram, TikTok, and other popular social media platforms. Often they are remakes, interviews, and behind-the-scenes glimpses. The campaign’s online presence was massive, generating excitement and keeping the film at the center of pop culture conversation.
When it comes down to it, “Wicked: Part One’s” campaign shows the magic that happens when strategic public relations meets emotional storytelling. Universal Pictures did not just market a movie, but they built a cultural and nostalgic moment. They leveraged the symbolism of green and pink, reached influencer partnerships made cross-industry collaborations. The PR team really created a world where ‘Wicked’ could live beyond the screen and into consumers’ everyday lives. All these consumer products are part of a larger narrative designed to remind audiences why this story mattered in the first place and why it still does. With “Wicked: For Good” coming their campaigns continue to matter. They continue to work to prove that the most powerful public relations strategy is that connect generations, create emotion, and turn timeless stories into today’s most memorable moments. Even I myself got sucked into their campaigning. I spent thirty dollars on a “Polly Pocket” x “Wicked” collab because of that nostalgic feeling it brought to me. I am very pleased with my purchase.
Connect with me: https://www.linkedin.com/in/emma-heim/
REFERENCES
https://variety.com/2024/film/features/wicked-marketing-campaign-brand-partnerships-1236222100
https://influence.digital/posts/inside-the-marketing-campaign-for-wicked
Hey Emma! You explained the “Wicked: Part One” campaign really well. I like how you showed how nostalgia helped the movie reach different generations and turn the release into a bigger moment. I am someone who grew up watching The Wizard of Oz, and so the release of this movie was huge in my family, solely based on the nostalgia. We didn’t know much about Wicked itself, by we were excited to see what was in store. The examples you gave, like the Super Bowl teaser, brand collabs, and influencer content, made the strategy easy to understand. Overall, great article
Hi Emma!
I loved your post! I’ve been such a huge fan of Wicked since before the movie came out, and back then it felt like almost nobody I knew had even heard of it. Since the movie dropped, though, I can’t escape Wicked, it’s everywhere! It’s been so much fun sharing something I’ve loved for years with friends and seeing how it’s become this huge cultural moment that people all over the world are enjoying.