Totally Ozmopolitan! Marketing the Merry Old Land of Oz
by Sarah Gilpin, OCT & Director in The Association for Media Literacy
How do you convince an audience to take time out of their busy schedules to see a film during box office opening weekend? Market the world to them. This is exactly what the Wicked film has done oh so effectively. With “fandom collaborations and partnered releases [as the] most successful among niche super-fandoms” (Whitten), the film leans into its Ozian lore through many partnerships.
For the purposes of this post, I will focus on three (3) totally Ozmopolitan promotional partnerships with brands that cleverly immerse audiences into the land of Oz.
Starbucks
In October, 2024, Starbucks announced their collaboration through beverages. Perfectly Ozmopolitian, these beverages embody the protagonists of our story. From the ingredients to the taste, these beverages transport customers into the land of Oz in the guise of their chosen witch. The question is: are you more Elphaba or Glinda? Don’t worry, there’s a Buzzfeed quiz if you’re not sure. In case you’re curious: I’m an Elphaba. I suggest you take the quiz too to discover your witch role for an authentically chosen beverage!
https://stories.starbucks.ca/en-ca/stories/2024/starbucks-defies-gravity-with-new-beverages-merchandise-more-inspired-by-universal-pictures-wicked/
Starbucks’ announcement of the Elphaba and Glinda drinks. Elphaba’s Cold Brew is $5.75 CAD and Glinda’s Pink Potion is $6.55 CAD.
But the partnership doesn’t end there! To complete the Ozian effect, Starbucks also made an announcement about a second collaboration through drinkware. I think I’ll try the Defying Gravity.
https://stories.starbucks.ca/en-ca/stories/2024/starbucks-new-wicked-inspired-merchandise-is-thrillifying/
Starbucks’ announcement of the drinkware. Both Glinda’s prism cold cup with wand straw topper and Elphaba’s pleated glow-in-the-dark cold cup with broom straw topper are $48.95 CAD.
Target
To be an international Ozian is challenging. We do not always get the same partnerships as our neighbours. For example, this collection by the Wicked costume designer Paul Tazewell is only available at Target, meaning only in the USA. Wicked star Cynthia Erivo also showed her support for the collection at a launch event. Take a look at the collaboration fashions for adults and kids here. Don’t forget the Buzzfeed quiz to dress like your favourite witch! This invitation to play along with the cast helps spark the imagination of kids and adults.
Which witch will you be? Green or pink?
How might playing along with the world of the film help promote it?
https://www.target.com/c/wicked/-/N-akcgm
Take a peek at the official page for Wicked on Target’s website. Which outfit suits your witch-like personality the best? Who will you dress up as? The invitation is also immersive: inviting people to attend a premiere party at a store. Marketing a world and immersing audiences into it. What might the decorating/food/activities be at a premiere event?
Check out this pop-u-lar adult cardigan for $35 USD (Image #1)
https://target.scene7.com/is/image/Target/GUEST_407bc3ee-c11e-4b26-8472-e0a99610df7f
Roots
Need not fret Canadian Ozians, for Roots has a partnership with Wicked! However, the collection comes with a hefty price. Take a look at the collection for yourself. The collection looks well made with a focus on equality and integrity, two of several theme topics for the film.
https://target.scene7.com/is/image/Target/GUEST_407bc3ee-c11e-4b26-8472-e0a99610df7f?wid=1200&hei=1200&qlt=80&fmt=webp
Message about the collection found here (Image #2)
This unisex relaxed hoodie (Image #3 and Image #4) is selling fast with only a few sizes left for $128 CAD.
https://www.roots.com/dw/image/v2/BGGS_PRD/on/demandware.static/-/Sites-roots_master_catalog/default/dwcff2d71f/images/27190022_001_b.jpg?sw=140&sh=190
This unisex shirt (Image #5 and Image #6) with direct theme topics of the film, “Equality & Integrity,” written on the back. The shirt is sold for $58 CAD.
The overall theme of the story is that Elphaba has been misunderstood over the years through the story’s bias that made her a villain. Why might it be important for audiences to celebrate and wear “Equality & Integrity?”
Added Bonus! Shiz University Official Website
Want to immerse yourself even further into the Wonderful World of Oz?! Look no further than the official Shiz website! Just like Elphaba and Glinda, enroll in Shiz University and check out their dorm room along with a scavenger hunt of fun finds. For instance, the totally Ozmopolitan magazine! Don’t forget to vote for your favourite colour! Consider how this interaction with potential audiences makes for good marketing. Why might Universal Pictures want potential audiences to be fully immersed into the dorms at Shiz University? How might this marketing strategy benefit them?
In Glinda’s side of the dorm room, check out her latest reads! Magazines that are totally ozmopolitan!
The Most Great and Powerful Marketing
While all three of these brand partnerships serve a purpose to promote the film, the affordability for some of these brands makes the experience less accessible to audiences. The glitz and glamour of immersive play comes with a price. The Starbucks drinks as a one time purchase may be fun, but at the same time hard to justify for the price. Likewise, the tumblers come at a hefty price. The Roots collection, while impactful with the theme topic words, is also expensive for a single long sleeved shirt. Target’s reasonably priced products allow for more accessible play. Unfortunately, as a Canadian I cannot easily purchase these products. Therefore, the Most Great and Powerful marketing is actually Universal Picture’s own interactive experience: Shiz University. The website fully immerses fans and potential audiences into the world of the film. What other film might benefit from immersive marketing like this one? Why might an immersive website be so effective to market this film? Perhaps the answer lies in the effect of the Ozian lore. This world has spanned generations and is about to take a new generation of moviegoers down the yellow brick road to a shiny green Emerald City.
Works Cited
Chu, Jon M. Wicked. Universal Pictures, 2024.
Roots. Roots X Wicked. Roots Canada, 2024.
Shiz University. Universal Pictures, 2024.
Starbucks Canada. “Starbucks Defies Gravity with New Beverages, Merchandise & More, Inspired by Universal Pictures’ WICKED.” Starbucks Stories Canada, 21 October, 2024.
Starbucks Canada. “Starbucks New WICKED Inspired Merchandise is Thrillifying.” Starbucks Stories Canada, 21 October, 2024.
Target. “Paul Tazewell Collection.” Target, 2024.
Whitten, Sarah. “Painting the town pink and green: ‘Wicked’ takes over retail ahead of theatrical debut.” CNBC, 9 November, 2024.
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