WICKED FOR GOOD

Delivered a suite of promotions for Wicked: For Good, creating magic infused prize concepts.

The Brief

Wicked: For Good aimed to extend the magic of its cinematic universe beyond the screen by partnering with prominent brands to deliver immersive experiences. The challenge lay in crafting unique, story-aligned activations for each partner, ensuring that every experience reflected the film’s themes of adventure, discovery, and enchantment. To maximise audience engagement and avoid overlap, each brand was assigned a distinct concept, tailored to resonate with the narrative and visual identity of the film across multiple markets.

The Solution

We created bespoke experiential promotions for each brand partner, ensuring every activation felt fresh, memorable, and clearly connected to the film’s themes of magic, discovery, and adventure. Experiences ranged from castle stays and urban escapes to dramatic natural adventures, delivered through on pack promotions, online entry mechanics, in person events, cinema activations, and radio competitions across the UK and international markets.

Highlights included:

Barnardo’s – London premiere and a castle stay in Ireland
Butterkist – Luxury treehouse escape in Sweden
Co Op – Northern Lights experience in Norway
Greggs – Icelandic adventure through dramatic landscapes
Herbal Essences – Sintra stay with a perfume masterclass and palace tours
Magnum – Glamorous New York City experience
Westfield – Treehouse adventure in Snowdonia with horse riding and underground ziplining
The Entertainer – Cultural trip to Mont Saint Michel
Marks & Spencer – Curated London experiences for smaller budgets
Hovis & Robinsons – Scenic Scottish getaways
Additional multi market promotions with Coca Cola (Italy, Spain, Germany), Total Play (Mexico), ODEON (nine European markets), and Today FM (Ireland)

Across all partners, each prize was designed to feel distinct and story driven, with strong thematic integration and a wide mix of engagement formats. The campaign reached audiences across Europe and Latin America, bringing the world of Wicked: For Good to life through immersive real world experiences that deepened fan connection and delivered standout moments across multiple markets.