Case Study

Assignment:

Engage WICKED fans with unique new content that leverages the unforgettable music of Stephen Schwartz and the talent of WICKED’s stars, past and present.

The Solution:

An ongoing video series called “Out of Oz: WICKED Studio Sessions.” Each video features a never-before-heard version of a favorite WICKED song, reimagined in a gorgeous, stripped down arrangement, and performed by current and former stars of the musical in an evocative recording studio environment.

The first video, featuring fan favorite song “Defying Gravity” sung by former Elphaba Rachel Tucker and former Fiyero Aaron Tveit, premiered on Buzzfeed and instantly trended on the site. Playbill.com published a “making of” piece as well as an interview with Stephen Schwartz in which the composer raved: “It’s amazing. I love it!”

The Results:

The first video in the series received over 1 million digital views in the first week of the campaign.

Wicked

#OutofOz: "Defying Gravity" WICKED Studio Sessions

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