A brief overview of what is currently trending on X in news, culture, and/or trending hashtags and formats.
Jaguar: People are weighing in on Jaguar’s rebrand and new logo, with many reminiscing on classic Jaguar ads from the past.
ICBM: Ukraine has claimed that Russia launched an intercontinental ballistic missile (ICBM) against the City of Dnipro overnight. If confirmed, it would be the first time such a weapon was used in the war.
Laken Riley: Jose Ibarra has been found guilty of the murder of Laken Riley, a 22-year old nursing student, sparking X user debates over border security.
A deeper dive into a subject that is impacting culture on a macro level, beyond just the social space.
Wicked’s Marketing Defies Expectations
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What It Is: Wicked is officially coming to theaters this weekend, marking the culmination of a massive promotional campaign aiming to make the Broadway musical adaption a box office hit. Leading up to the film’s release, social was swirling with Wicked-inspired collaborations from popular retailers — special edition drinks from Starbucks, matching Stanley cups, luggage sets from BÉIS, and limited edition clogs from Crocs, to name a few — all featuring the film’s iconic pink and green hues. Lead actresses Cynthia Erivo and Ariana Grande, playing Elphaba and Glinda, respectively, were also inseparable throughout the press tour. The two often appeared in interviews and at premieres together in coordinating outfits that brought their respective onscreen characters to life.
As more promotional stunts and products for Wicked continued to pop up in the last month, it wasn’t hard to notice the film’s strategy is reminiscent of the Barbie movie’s marketing campaign — both films leaned heavily on brand merchandise and collaborations, notable colors from the source material, and actors adopting the style and aesthetic of the film’s lead characters. Many have also been quick to point out that Gladiator II, another highly anticipated film, is releasing on the same weekend, sparking hopes for another “Barbenheimer” phenomenon or “Glicked.” While avid fans of the musical have been sharing Wicked merch hauls with excitement, the sheer volume of Wicked promo is spurring jokes about its marketing team and budget — while some more casual fans have simply had enough ahead of the film’s release and are sick of Wicked collabs over-saturating their feeds.
Brand Takeaway: Although the responses to Wicked’s marketing blitz have varied, there’s no denying that it succeeded in generating hype for the film. The first couple waves of Wicked-inspired collaborations drew excitement from fans and intrigue from a wider audience who may or may not have seen the original production. Last year’s Barbie campaign showed that consumers are on board with movie marketing that feels like a collective experience along with creative brand tie-ins. But there is a limit: some fans feel fatigued by the constant stream of marketing stunts that, at times, can feel forced or disingenuous to the film’s target audience. For example, Cynthia Erivo and Ariana Grande faced backlash from fans for joining the Kardashian family for a private, early screening of the film at Kim’s home that came off as elitist and exclusive in a bad way.
At a time when consumers and social users increasingly value authenticity from brands, it’s crucial for beloved ones like Wicked to have a strong understanding of their target audience and practice self-awareness when recreating previously successful strategies. Wicked was smart to take a page out of Barbie’s playbook — while it worked, its attempts to go above and beyond last year’s phenomenon also burnt out some audiences who felt like some of the collaborations were quick cash-grabs instead of meaningful memorabilia. Future big-budget releases and brands looking to make a similarly huge splash should note that it’s possible to do too much — and for a film with expectations as high as this one, it’s a slippery slope. This weekend will tell if the magic holds and this popular film lives up to its marketing hype.
Four must-click links that crossed our feeds today.
Lady Gaga, Green Day, and Post Malone are confirmed to headline Coachella 2025 alongside special guest Travis Scott.
Delta Air Lines is teaming up with Shake Shack and offering burgers to first-class flyers on routes longer than 900 miles starting this December.
McDonalds’ McRib is coming back for a limited time, and for the first time ever, fans can buy a half-gallon jug of McRib Sauce to go with the iconic sandwich.
A Florida man has sued Netflix for $50 million, claiming a breach of contract after technical difficulties disrupted the live broadcast of Mike Tyson and Jake Paul’s boxing match.
Wicked - Theaters, 11/22
Gladiator II - Theaters, 11/22
Flow - Theaters, 11/22
Cruel Intentions - Prime Video, 11/21
Mahashmashana - Father John Misty
Nobody Loves You More - Kim Deal
Small Changes - Michael Kiwanuka
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