Wicked: Emerald City Experience

Objective

Universal Pictures launched an integrated marketing campaign for the Wicked film franchise to immerse fans in the fictional Emerald City world and drive engagement across digital and physical touchpoints. The campaign focused on creating memorable brand interactions through interactive experiences at a fictional magical university, with the business objective of lead generation (user registration) and brand awareness building across global markets.

Solution

Project C developed ShizUniversity.com, an interactive web experience where visitors registered and explored a virtual magical school with themed tours, discovery-based games, and knowledge quizzes about the Wicked universe. Users could apply to the school, join clubs and societies (rowing, spells, desertball, dancing, pong, choir), and access LGBTQ+ community spaces. The campaign extended into multiple physical activations: immersive restaurant takeovers (Grill'd Sydney), pop-up experiences at major shopping centers (Plaza Senayan Jakarta, Sentosa Singapore), and integrations with Universal Orlando Resort. The broader campaign involved partnerships with over 400 corporate brands and included Screenvision Media cinema preshow partnerships, interactive billboard takeovers, and landmark transformations.

Results

Not published.