Wicked on Broadway – Influencer Marketing

Some Broadway experiences begin before the curtain rises. To create an elevated night around one of Broadway's most iconic productions, MKM curated a hosted influencer experience for Wicked that paired an intimate pre-show gathering with an evening at the Gershwin Theatre.

Fourteen influencers and their guests were invited to attend a themed cocktail hour at Lillie's Victorian Establishment before the performance, where they enjoyed specialty refreshments, branded gift bags and the opportunity to connect with fellow creators before heading to the theater. The experience was designed to extend the storytelling beyond the performance itself, encouraging creators to capture the full evening—from pre-show festivities through the final curtain.

Following the reception, influencers attended a complimentary performance of Wicked, sharing their experiences with audiences through real-time social coverage and post-show content that celebrated one of Broadway's most beloved productions.

MKM managed influencer sourcing, guest list coordination, event logistics and venue sourcing, branded gifting, hospitality management and campaign reporting.

Results