Wicked RP: The Official Experience on Roblox

Objective

Universal Pictures aimed to drive younger audiences (Gen Z and Gen Alpha) to theaters for the film Wicked by bringing the beloved 20-year-old stage musical to life on Roblox. The campaign sought to create a personalized, immersive environment where players could express themselves while reinforcing the musical's core themes of identity, friendship, and empowerment. A secondary business objective was to directly integrate movie ticket sales into the gaming experience.

Solution

Wicked RP recreated iconic locations from the film—Shiz University and Munchkinland—using LiDAR scans and behind-the-scenes footage for authentic detail. Players customized avatars with pronouns, names, and bios, with free cosmetic items available to embody characters like Elphaba or Glinda or create original personas. The experience featured a Best Friends meter that encouraged social bonding and collaborative gameplay, reinforcing the film's central friendship narrative. Fandango ticket purchasing was seamlessly embedded within the game. Revenue was generated through cosmetics like the viral Secret Handshake emote, which was reinvested into content. The experience expanded with new events including a first-of-its-kind 24-hour New Year's Eve party on Roblox. Secondary integrations were launched in top Roblox games Brookhaven and Dress to Impress. For the sequel Wicked: For Good, an Emerald City expansion was added with high-fidelity builds based on Oscar-winning set designs.

Results

Wicked RP reached 5.4 million unique players and generated revenue that was reinvested into the experience. The experience achieved notable engagement results, with 31% of young female moviegoers who engaged with Wicked RP attending the film's opening weekend. The campaign earned a 2025 Silver Award at the Telly Awards.