Bringing WICKED to the big screen meant honoring the legacy of the beloved musical while reintroducing it to a new generation in a bold, cinematic way. Our strategy was multifaceted and deeply collaborative, leveraging the internal power of Comcast NBCUniversal through Symphony, alongside best-in-class global brand alliances. This campaign reached fans across every imaginable touchpoint immersing them in the world of WICKED. From lifestyle and beauty to tech, travel, and retail, the campaign was omnipresent and part of the cultural zeitgeist. With brand partnerships including Starbucks, Target, OPI, R.E.M., Google, Hilton, Lexus, Pernod Ricard, Xfinity/SKY and The Olympics, among many others, WICKED became THE can’t miss event of the holiday season.