Introduction: A Spellbinding Marketing Opportunity
The world is abuzz with excitement for Universal Pictures’ Wicked, a cinematic prequel to the beloved Wizard of Oz. But it’s not just fans of the musical who are leaning into this moment. Brands like Starbucks, Target, and Aldo have embraced the movie’s cultural gravity, creating partnerships and marketing campaigns that captivate audiences and boost their brand equity.
This is a masterclass in leveraging cultural relevance, offering a rich case study for marketers everywhere. Whether you’re considering an official brand partnership or tapping into trending themes more subtly, there’s immense value—but also potential risks—in aligning with cultural phenomena. Let’s unpack how this strategy works, explore examples, and discuss when to use it wisely.
The Rise of Cultural Marketing: From Barbie to Wicked
Brand tie-ins with cultural events are not new, but they’ve reached dazzling heights in recent years. Just look at the Barbie movie’s marketing blitz: from Crocs to Burger King, its partnerships spanned industries, painting the world pink and generating over $100 million in promotional value. Similarly, Deadpool and Wolverine showed the power of humour and irreverence, engaging brands like Ring and Mountain Dew to craft memorable, on-theme campaigns.
The Wicked movie follows suit, partnering with brands like:
- Starbucks, which introduced Wicked-inspired drinks, merch, and immersive digital experiences.
- Target, which transformed its stores into Wicked fan destinations with exclusive merchandise and decor.
- Aldo, whose Wicked Chic collection channels the film’s glamour, with Ariana Grande’s seal of approval.
These partnerships create a win-win scenario: the movie receives extended buzz, while brands leverage the cultural moment to build awareness and goodwill.
Culture Jacking vs. Promotional Partnerships
Not every marketing initiative needs an official partnership. Brands can also capitalize on trending cultural moments through culture jacking—creating relevant content or campaigns inspired by a cultural event without a formal agreement. But what’s the difference, and when is one approach better than the other?
Promotional Partnerships
These are official collaborations where a brand and a cultural property (like a movie) mutually agree to co-market.
Benefits include:
- Credibility: The association adds authenticity to the campaign.
- Access to assets: Brands gain access to logos, visuals, and exclusive rights.
- Reach: Partnerships often include co-branded media that amplifies visibility.
Example: Starbucks’ Wicked-themed beverages and merchandise are a seamless fit, enhancing its magical brand storytelling while promoting the movie.
Culture Jacking
This approach involves riding the wave of a cultural moment without formal ties. It’s faster, cheaper, and more flexible, but it carries risks.
- Advantages: Low cost, quick execution, and the ability to creatively align with trends.
- Risks: Misalignment can lead to backlash or accusations of opportunism.
Example: A smaller brand might create an Instagram campaign featuring Wicked’s signature green and black colour scheme to evoke the movie’s vibe, without an official partnership.
When This Strategy Works—and When It Doesn’t
When It’s a Good Idea
- Relevance: Your brand naturally aligns with the cultural moment (e.g., Starbucks’ witchy aesthetic).
- Audience Fit: The movie or event appeals to your target demographic.
- Strategic Timing: Aligning campaigns with key release dates or buzz moments ensures maximum impact.
When It Goes Too Far
- Forced Connections: If the tie-in feels unnatural or opportunistic, it can alienate audiences.
- Overcommitment: Too much focus on the trend may dilute your brand identity.
Ethical Concerns: Culture jacking without respect for the source material can appear exploitative.
What Can a Digital Marketing Agency Do?
Navigating cultural trends while staying true to your brand requires finesse, strategy, and agility. This is where a digital marketing agency comes in.
Trend Monitoring – Cultural and Marketing
Agencies track cultural and social media trends in real time, identifying moments that align with your brand’s goals.
Creative Execution
From full-fledged partnerships to smaller culture-jacking campaigns, agencies can help craft messaging, visuals, and activations that resonate with your audience.
Risk Management
An experienced agency ensures your campaigns don’t overstep boundaries or clash with your brand’s core identity.
Maximizing ROI
By leveraging data and analytics, an agency measures the success of your campaigns and optimizes them for better results.
Takeaway: Elevate Your Marketing with Cultural Connections
The Wicked movie is more than just a film; it’s a cultural phenomenon. Smart brands understand the value of tying into such moments, whether through official partnerships or creative culture jacking. But these strategies require thoughtfulness, creativity, and precision to ensure your brand stands out for all the right reasons.
Ready to make the most of today’s cultural trends? Partner with a digital marketing agency like Elite Digital. We’ll help you craft strategies that align your brand with what’s relevant, ensuring your campaigns defy gravity. Contact us today!
