Defying All Expectations: How the Wicked PR Machine Has Set a New Standard in PR
The Wicked fever is still burning bright. The stage-to-screen adaptation of the beloved musical has been drawing global attention, especially with its whirlwind press tour. From Sydney to Seoul and Los Angeles to London, the buzz surrounding Jon M. Chu’s film, releasing today, has been nothing short of astronomical, largely thanks to its lead stars, Ariana Grande and Cynthia Erivo and the pitch perfect PR and marketing drive that they’ve been central to.
Promotion for the Wicked adaptation began even before Ariana and Cynthia were cast as Glinda and Elphaba. Fans were abuzz when director Jon M. Chu announced the project, with anticipation growing after the duo revealed their casting via heartfelt Instagram posts in 2021. The excitement only intensified with sneak peeks of musical numbers “Popular” and “Defying Gravity” at exclusive events. Ariana’s long-held dream of playing Glinda, coupled with Cynthia’s award-winning theatre legacy, also added layers of authenticity to their promotional efforts.
Ariana and Cynthia’s synergy has been a cornerstone of the film’s marketing, with their red carpet looks perfectly embodying their roles and propelling them into the feeds of fashion and hype outlets across the globe. Ariana, as Glinda the Good, has dazzled in pink ensembles, while Cynthia’s emerald-green outfits have paid a striking homage to the Wicked Witch of the West. From matching pink and green jerseys at the Super Bowl premiere of the first trailer to coordinated TV appearances like the Today Show, the duo’s commitment to their roles has kept fans buzzing. Their surprise duet of “When You Believe” at the Met Gala — dressed in each other’s signature colours as an extra talking point — further fuelled the excitement, as fans embraced every thoughtful styling choice and nod to the characters at major cultural events. All details perfectly planned and adding to the growing snowball of hype around the project.
Wicked’s marketing team has ramped up efforts as the release date gets closer, mirroring the Barbie movie’s collaboration frenzy. Partnerships with brands like Stanley, Patron, Bloomingdales, Crocs, Primark, Lego, Mattel, and Starbucks have driven fan enthusiasm to new heights, with exclusive merch selling out almost instantly. While Barbie may have taken 2023 by storm with its vibrant, in-your-face marketing, Wicked’s campaign is playing a different, yet equally powerful, long game. Where Barbie leaned heavily on childhood nostalgia and meme-ready aesthetics, Wicked has mastered the art of playing on people’s emotions, leveraged through more thoughtful collaborative products.
But it’s really the movie’s two stars who are central to this marketing machine. In an industry often marked by detachment or PR-controlled soundbites, Ariana Grande and Cynthia Erivo have brought warmth, openness, and respect to the Wicked press tour. Their thoughtful, consistent engagement with fans, the media, and each other—both on and off the red carpet—demonstrates how talent can elevate a project’s narrative and that simply interacting with journalists in an engaged and human way, as well as speaking to a breadth of traditional and new gen platforms can really control the sentiment around the release. (take notes Blake Lively). The PR team briefing them ahead of their interactions are doing a stellar job.
By embodying their roles, and promotional commitments, with authenticity and grace, they’ve built trust among audiences. Their approach illustrates the power of genuine connection—not only as a promotional tool but as a way to foster enduring emotional bonds with fans, setting a new benchmark for how talent interacts with storytelling and audiences alike.
As Wicked prepares to hit screens, the press tour exemplifies the power of celebrity-driven marketing to create fan loyalty by capturing hearts — and headlines. For fans of the musical, this is the moment they’ve been waiting for. It perfectly aligns with the principles of Fancom, our way of describing converging fan communities, showcasing how to effectively engage different audiences at the same time by creating shared passion spaces.
1) Authenticity and Fandom Engagement: Ariana Grande and Cynthia Erivo have leaned into their characters with method dressing, coordinated appearances, and genuine excitement for the project, such as Ariana sharing her decade-long dream of playing Glinda. This authenticity resonates deeply with theatre enthusiasts and Wicked fans, fostering a genuine connection between the stars and their audience.
2) Cross-Community Connections: The Wicked press tour isn't confined to theatre circles; it extends to mainstream cultural moments like the Super Bowl, Met Gala, and various brand collaborations. By tapping into these diverse spaces, the campaign invites broader communities — sports fans, fashion enthusiasts, and pop culture followers — to engage with the film, amplifying its reach.
3) Cultural Togetherness: The consistent use of pink and green, symbolising Wicked’s central characters, creates a unifying visual language that fans rally around. Whether through exclusive merchandise or shared moments like surprise duets, pop-up screenings, the campaign embodies our Fancom Issue 2 theme of "Togetherness," connecting people across passion points in a cohesive and inclusive way.
4) Collaborative Ecosystem: With partnerships spanning Stanley, Starbucks, Lego, and Mattel, the Wicked team builds concentric growth opportunities by inviting new audiences into the fandom. Each collaboration reinforces the Fancom ethos of understanding and activating nuanced communities rather than treating fans as a homogenous group.
As Wicked continues to set the standard for what fan-focused, authentic marketing can achieve, its stars are simultaneously rewriting the rulebook for PR and marketing across the board.
