Wicked: For Good

Amazon & Universal/Wicked Partnership Campaign Marketing Stunt 2025: Messaging Strategy, Social, Digital, B2B, Earned Media

Conception/Pitch/Execution of a partnership campaign stunt utilizing various Amazon brand canvas touchpoints to create an immersive Earned Media Event, working across various cross-functional Amazon teams: Incorporated Amazon delivery vans at different sites within Manhattan to give fans Amazon-Wicked-branded gift boxes, and allowing them to walk the red carpet event (where the red carpet digitally animated into a yellow brick road right under their feet), an augmented reality filter they could share out on Social helped to complete the sharable viral experience, a Amazon/Wicked Brand Store Page, Amazon Prime Video QR codes, and an audio Alexa+ experience… all driving towards ticket sales.

This campaign lead to the record largest pre-sale ticket numbers for any movie ever promoted through Amazon Ads (over 5 million).