Wicked x Rose Parade - Publicity & Influencer Marketing

To celebrate the digital release of WICKED and cement its place as one of the most iconic films of the year, we supported Universal Pictures Home Entertainment to leverage a partnership for a show-stopping campaign tied to one of the most-watched events in America: the 136th Rose Parade®. Our goal? Maximize visibility, tap into nostalgia and fandom, and create unforgettable moments — both IRL and at home.

Sneak Peek Float Experience

Ahead of the parade, we invited 115 guests — including 32 family, entertainment, and pop culture influencers — to a behind-the-scenes event at Phoenix Decorating Company. Attendees had the rare opportunity to:

Decorate the actual WICKED “Defying Gravity” float
Craft themed flower crowns and boutonnieres
Enjoy WICKED-inspired coloring sheets, a vegan hot chocolate cart, and charcuterie spread
Leave with curated gift bags featuring Amazon Echo Pops (Elphaba + Glinda editions), Glinda wands, and exclusive digital viewing codes
Live potential reach: 6.9 million followers

VIP Rose Parade Experience

On New Year’s Day, we hosted 20 key influencers at the Rose Parade for a premium WICKED viewing moment. With custom green and pink seat cushions, WICKED beanies, and all logistics handled (including transport, coffee, and breakfast), these creators had front-row access to the magical 55-foot float that dazzled with bubbles, lights, music, and over 76,000 flowers.

Live potential reach: 6 million followers
Parade reach: 800k in-person attendees, 25+ million broadcast viewers

New Year’s Eve + Day Mailer Campaign

To bring the celebration to fans at home, we sent 45 influencers across the country luxe dual-sided WICKED gift boxes for NYE and New Year’s Day. Highlights included:

Elphaba’s NYE side: Mumm Napa Sparkling Wine, custom WICKED champagne flutes, R.E.M. Beauty Ozdust Palette, Voluspa green candle, fuzzy socks, noisemakers, and a green Amazon Echo Pop
Glinda’s New Year’s Day side: Pink Minky Couture blanket, journal, eye masks, Voluspa diffuser, fuzzy socks, and a limited-edition Rose Parade lithograph
Live potential reach: 19.3 million followers

Across all activations, we worked with nearly 100 influencers in total, generating high-impact earned media and branded content across platforms during one of the highest traffic TV and social moments of the year.

CLIENT: UNIVERSAL PICTURES HOME ENTERTAINMENT