WICKED, Universal Studios

WICKED was a box office sensation in late 2024, driving over $400M in ticket sales and becoming a cultural phenomenon. Leading up to the November release, Nemer Fieger spearheaded publicity and promotions in the Minneapolis market.

Publicity work on the campaign started in May, leading up to a WICKED takeover of The Jason Show (KMSP-TV / FOX) on Halloween. Our team secured the segment and coordinated costumes, makeup and giveaways for the special show. Additional publicity hits included Wizard of Oz-themed trivia, Question-of-the-Day segments and more.

Planning for the advance screening started months earlier, managing logistics, invitations, RSVPs and an unprecedented number of VIP guests for the movie event of the year. More than 400 press, influencers and WICKED fans came dressed in their best green and pink to celebrate. Pre-screening festivities featured glitter makeovers, a themed friendship bracelet station, and a photo op to channel your inner Elphaba or Galinda. The screening generated a significant social media impact, with more than 100 social media posts and stories reaching 5.7 million potential views.     

To further boost the regional excitement around the film, Nemer Fieger secured additional event partnerships around the Twin Cities. A number of local businesses, including Lavender Magazine, Urban Growler and LUSH, were thrilled to partner for promotional item distribution, themed cocktails, and ticket giveaways.