Oz my god: How Wicked is casting a spell on Gen Z with nostalgia and digital magic

This blog was written by Gaeun Woo, intern at Pion.

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In 60 seconds: 

• The Wicked film captivates the hearts of Gen Z by fusing Broadway nostalgia with inclusive themes, progressive casting, and culturally relevant revisions.
• With initiatives like Butterkist Popcorn Emporium pop-up, Wicked combines digital and physical experiences to increase fan interaction.
• TikTok trends generated by fans, together with collaborations with brands, enhance cultural relevance and generate buzz naturally.  

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Wicked, released in November 2024, is more than simply a movie; it's a lesson in how to engage Gen Z viewers (and a way of life for some). Based on the beloved Broadway musical, the film dives into themes of friendship, identity, and social expectations, all while reimagining the untold story of The Wizard of Oz. The Wicked film cast is star-studded - it includes Cynthia Erivo and and pop sensation Ariana Grande - and has generated a massive buzz with Gen Z thanks to its stunning visuals, fresh take on the story, and perfect blend of nostalgia with a modern twist. 

In this blog, we explore the ways in which Wicked's marketing uses immersive experience campaigns, TikTok trends, and nostalgia to generate organic buzz and emotional bonds. 

How Wicked engages Gen Z across touchpoints

Wicked has emerged as a masterpiece in marketing to Gen Z  at every available touchpoint in an era when narrative has expanded well beyond the screen. Now, Gen Z wants more than simply a movie; they want a cultural experience that combines nostalgia and innovation and meets them where they are, whether on TikTok, Spotify, or through a viral hashtag. 

But in a world led by Netflix and subscription services, how has the film managed to drag people out of their homes and into the cinemas?

Here’s how Wicked captivates and engages Gen Z. 

The impact of TikTok trends and user generated content

Participation and relatability are key components of Gen Z's digital culture. Fans recreated famous musical moments, posted response videos, and went to the theater cosplaying as Elphaba and Glinda, the main characters of Wicked. As a result of this UGC, word spread fast and led to younger audiences becoming more excited and naturally engaged.

Modern relevance meets nostalgia

Many people associate the Broadway musical and its cultural significance with Wicked, however, with a contemporary, diverse cast and forward-thinking themes, as well as marketing that reflects Gen Z values, the movie has reinvented itself to be accessible to modern viewers.  

Campaigns that are immersive and interactive

One of the standout marketing strategies for Wicked was the Butterkist Popcorn Emporium pop-up in London, where customers could get free, limited-edition popcorn, themed cocktails, and make the most of Instagrammable photo zones. Meanwhile, at Regal and AMC theaters, collectible popcorn buckets and themed tumblers helped close the gap between fandom and experience products.

For Gen Z, a generation that values authentic connections and unique, shareable experiences, these IRL events hit all the right notes. Not only do they boost brand awareness, but they also create a sense of community and let fans interact with the world of the movie in a tangible way. 

Why Wicked’s strategy works for Gen Z

Despite being an audience known for their values-driven choices, quick-scroll habits, and online fluency, Wicked’s marketing strategies set the standard for connecting with Gen Z. By blending nostalgia with fresh innovation and seamlessly tying the real world to the digital, the campaign stays culturally relevant while making space for authentic fan engagement. It doesn’t just speak to Gen Z; it invites them in, offering experiences that feel organic and shareable rather than forced or overly polished. 

Wicked shows marketers how to engage younger consumers and foster loyalty via UGC, focusing on representation, and creating unique experiences.

Bridging values and culture for Gen Z

Wicked’s marketing campaign is a powerful example of what Gen Z craves: authenticity, connection, and representation. In a time when cultural relevance is everything, Wicked nails it by blending these elements into a campaign that resonates with young viewers:  core themes and characters to reflect modern sensibilities while still tapping into nostalgic content.This balance keeps Wicked fresh and appealing without losing the essence that made it beloved in the first place. 

The campaign also puts a strong emphasis on diversity and inclusivity, both in its cast and its marketing. By showcasing a variety of voices, faces, and experiences, Wicked ensures that all viewers can find something to identify with. For Gen Z, this level of representation isn’t just a nice-to-have – it’s a must. They prioritize brands that reflect their values, and Wicked does exactly that. 

What makes the campaign even more effective is its seamless integration of both traditional and digital touchpoints. Fans can engage with the brand online through TikTok promotion videos, while in-person experiences like brand collab pop-up stores create tangible connections. 

By bridging the gap between the online and offline worlds, Wicked crafts a unified, immersive experience that feels personal and connected, rather than fragmented. 

What brands can learn from Wicked

• Adopt UGC. Promote natural buzz and genuine interaction and encourage fan participation.
• Make representation a priority. Gen Z consumers are more emotionally connected to inclusive casting and advertising.
• Integrate experiences. For a multifaceted campaign, combine digital activations with real pop-ups and brand collabs.

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For brands looking to connect with Gen Z, Wicked offers valuable lessons on how to engage in a way that feels genuine and culturally in tune. 

It’s not just about selling a movie, but about creating experiences and conversations that matter, going far beyond traditional marketing.

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Gaeun Woo was born in South Korea. She moved to Shanghai, China, at the age of 14 and graduated from the British International School. She is a student at Yonsei University in Seoul, Korea studying Cultural Media. She went to Michigan State University as an exchange student in April. In her spare time, she loves listening to music and watching a movie. She is currently into watching musicals in London.

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Cover image credit: Wicked