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Wicked's Epic Marketing: Beyond the Fans
5 Dec
Summary
- Wicked's marketing aimed to 'take over culture' beyond just its dedicated fanbase.
- The campaign launched unexpectedly at the Super Bowl, treating both films as events.
- 'Interview With the Vampire' Season 3 will feature rock star merch and music drops.
The marketing strategy for the "Wicked" films aimed to transcend typical fan engagement, with a mission to "take over culture." This approach, detailed by NBC Universal's Suzanne Cole, recognized the existing audience's passion but emphasized reaching a wider moviegoing demographic. The campaign commenced with a surprising launch during the Super Bowl, maintaining an event-like atmosphere for both film releases to maximize cultural impact.
Panelists at TheWrap's Power Women Summit discussed evolving entertainment marketing. AMC Networks' Kim Granito highlighted the distinct fan bases for shows like "The Walking Dead" and "Interview With the Vampire." She noted that effective campaigns must cater to these diverse audiences, as exemplified by the unique approach for "Interview With the Vampire" Season 3.
AMC plans to fully embrace the "rock star" persona of Lestat for "Interview With the Vampire" Season 3. This immersive strategy includes real-world performances, merchandise, album releases, and potentially a fashion line. This targeted approach aims to deeply connect with the show's dedicated fans and capitalize on its expanded audience, especially after its availability on Netflix.
