WHAT’S HAPPENING. Wicked Is Back: Can Lightning Strike Twice?

Thank God (?). It’s happening again.

The Wicked saga is back, with the Part 2 trailer dropping just over a day ago, and the internet is already buzzing. But here’s the real question: can the new press tour enchant us once more with the power of a witch’s spell?

The original Wicked movie wasn’t just a hit – it was a cultural event, smashing box office records with over $700M and racking up 10 Oscar nominations (walking away with two trophies in one of the most competitive awards seasons in recent history). Sure, the story’s mainstream appeal and timely themes – power, discrimination, and real allyship – set it up for success. But beneath that, something else was at play.

Before the movie even hit theatres, its promotional strategy was a virality factory, turning Wicked into one of last year’s defining pop-culture phenomena. Ariana Grande and Cynthia Erivo – and charismatic standout Jonathan Bailey – gifted us red carpet moments that felt like meeting the characters in real life. And we all “held space” for the cast’s meme-worthy interviews: moments that made us cry, laugh, talk, and sometimes cringe a little, but always kept us hooked.

Now, as Part 2 rolls out, it’s time to ask: what did the first press tour teach us about building cultural momentum? Will the sequel’s darker, more somber vibe change the game? And most importantly, can this new tour conjure up the same kind of viral magic, or will it need to find a new spellbook?

\"\" — Left to right: Bowen Yang on stage at the 2025 Oscars in a full *Wicked* costume, Cynthia Erivo and Ariana Grande on the carpet, and Jeff Goldblum and Jonathan Bailey’s hilarious press tour interviews.

Subscribe now

WHY YOU SHOULD CARE. The Making of a Spellbinding Communication Strategy, and What Could Change This Time

The first Wicked press tour wasn’t just a PR success: it was a full-blown cultural moment, engineered for virality and amplified by the internet’s dual obsession with both sincerity and spectacle. Now, as Part 2 begins its rollout, the question is whether it can recreate the magic with a similar strategy – or if the darker turn in the story will demand a shift in tone and tactics.

Actors Dressed as Characters

In every press tour, cast outfits matter; but Wicked took things to another level. While Jonathan Bailey radiated Fiyero’s irresistible charm in sleek, magnetic tailoring, Cynthia and Ariana fully embraced what’s known as method dressing: when actors dress in ways that echo the characters they play. The two co-stars consistently appeared in bold pink and green looks, visually channeling Elphaba and Galinda’s iconic aesthetics. Cynthia favoured sharp, sculptural pieces with a slightly gothic edge, while Ariana went full bubblegum-princess in pastel couture. The result? Fans weren’t just watching actors promote a movie – they were seeing the characters come to life on the red carpet.

As Part 2 promises a darker, more emotionally charged tone, it’ll be interesting to see if the fashion follows suit. Will method dressing continue? And if so, will the wardrobe shift toward something moodier and more gothic – especially now that goth aesthetics are having a mainstream revival, thanks in part to Lady Gaga’s Mayhem era? If fashion continues to be an extension of narrative, the red carpet could become an even more powerful storytelling device.

\"\" — *Wicked* red carpet moments, left to right: Cynthia Erivo in custom Thom Browne, Ariana Grande in Schiaparelli Spring 2025 Couture, and Jonathan Bailey in custom Dolce & Gabbana. Courtesy of Getty Images.

Meme-worthy Moments

The press tour’s viral power wasn’t just about visuals – it was also about moments. And Wicked delivered, sometimes unintentionally. While much of the campaign was engineered for engagement, some of its most viral moments were a mix of strategy and unscripted magic.

Cynthia and Ariana’s interviews became instant meme fuel, especially when they dove into emotional territory with total sincerity, and maybe just a touch of confusion. In one unforgettable moment, a well-meaning interviewer “from queer media” told them fans were “holding space” with the lyrics of the songs. Cynthia, visibly moved and a little confused, teared up. Ariana, in a now-iconic gesture of solidarity, reached out to hold her… nail. It was a moment unintentionally meme-perfect that it was instantly GIFed, parodied, and endlessly quoted. Their dynamic walked a fine line between heartfelt sincerity, theatrical vulnerability, and just the right amount of chaos. And it worked.

\"\" — The meme-worthy “holding space” interview.

Other moments also earned their place in the Wicked hall of fame: Jonathan Bailey and Jeff Goldblum’s chaotic charm in interviews, Bowen Yang’s fully costumed Oscars bit, and Ariana and Cynthia’s emotionally charged Oscars performance.

Strategic Withholding of Information

Despite Wicked’s plot being familiar to many, the campaign avoided giving away too much. Rather than drilling into narrative details, interviews stayed thematic and emotional, letting the film’s visual world and characters speak louder than spoilers. This strategic vagueness gave fans space to speculate, build theories, and participate in the story before it even hit theatres.

In today’s digital landscape, sometimes saying less creates more noise.

Online Virality Strategy

From day one, Wicked marketing was engineered for maximum digital impact. It embraced a multi-platform strategy, tailored to the language and logic of each platform. Vertical trailers were cut specifically for TikTok and Reels, while behind-the-scenes content offered just enough mystery to feel both intimate and speculative. Every piece of content served a purpose – whether as a clue, a tease, or a meme in the making – drawing audiences closer and inviting them to theorise about what might unfold on screen.

A key pillar of the campaign was its smart use of user-generated content. Universal uploaded a curated set of sounds to TikTok’s native library (from the soaring final note of Defying Gravity to Glinda’s now-legendary “toss toss”) giving fans the raw material to make the story their own. These sounds became TikTok trends in their own right, embedding the movie into the cultural fabric and turning viewers into co-creators of its buzz.

Whether the second press tour reuses the same potion or mixes a new brew, one thing is certain: the team behind Wicked understands that virality is a craft. But with the story growing more emotionally complex, this time the magic might have to come from somewhere deeper. And we’re excited to see if the spell still holds.

THE LIST. Five Viral Wicked Moments Worth Remembering

The “Holding Space” interview

Jonathan Bailey and Jeff Goldblum’s charisma and chaos

Bowen Yang’s iconic Oscars comedy bit

Cynthia and Ariana’s moving Oscars performance

Wicked “Originals” reunion: Idina Menzel and Krin Chenoweth join the new leads on the carpet

We all love Wicked - so share this with someone who might be interested :)

","contentEncoded","freeContentEncoded","textContent","Subscribe nowWHAT’S HAPPENING. Wicked Is Back: Can Lightning Strike Twice?Thank God (?). It’s happening again. The Wicked saga is back, with the Part 2 trailer dropping just over a day ago, and the internet is already buzzing. But here’s the real question: can the new press tour enchant us once more with the power of a witch’s spell?The original Wicked movie wasn’t just a hit – it was a cultural event, smashing box office records with over $700M and racking up 10 Oscar nominations (walking away with two trophies in one of the most competitive awards seasons in recent history). Sure, the story’s mainstream appeal and timely themes – power, discrimination, and real allyship – set it up for success. But beneath that, something else was at play.Before the movie even hit theatres, its promotional strategy was a virality factory, turning Wicked into one of last year’s defining pop-culture phenomena. Ariana Grande and Cynthia Erivo – and charismatic standout Jonathan Bailey – gifted us red carpet moments that felt like meeting the characters in real life. And we all “held space” for the cast’s meme-worthy interviews: moments that made us cry, laugh, talk, and sometimes cringe a little, but always kept us hooked.Now, as Part 2 rolls out, it’s time to ask: what did the first press tour teach us about building cultural momentum? Will the sequel’s darker, more somber vibe change the game? And most importantly, can this new tour conjure up the same kind of viral magic, or will it need to find a new spellbook?Left to right: Bowen Yang on stage at the 2025 Oscars in a full Wicked costume, Cynthia Erivo and Ariana Grande on the carpet, and Jeff Goldblum and Jonathan Bailey’s hilarious press tour interviews.Subscribe nowWHY YOU SHOULD CARE. The Making of a Spellbinding Communication Strategy, and What Could Change This TimeThe first Wicked press tour wasn’t just a PR success: it was a full-blown cultural moment, engineered for virality and amplified by the internet’s dual obsession with both sincerity and spectacle. Now, as Part 2 begins its rollout, the question is whether it can recreate the magic with a similar strategy – or if the darker turn in the story will demand a shift in tone and tactics.Actors Dressed as CharactersIn every press tour, cast outfits matter; but Wicked took things to another level. While Jonathan Bailey radiated Fiyero’s irresistible charm in sleek, magnetic tailoring, Cynthia and Ariana fully embraced what’s known as method dressing: when actors dress in ways that echo the characters they play. The two co-stars consistently appeared in bold pink and green looks, visually channeling Elphaba and Galinda’s iconic aesthetics. Cynthia favoured sharp, sculptural pieces with a slightly gothic edge, while Ariana went full bubblegum-princess in pastel couture. The result? Fans weren’t just watching actors promote a movie – they were seeing the characters come to life on the red carpet.As Part 2 promises a darker, more emotionally charged tone, it’ll be interesting to see if the fashion follows suit. Will method dressing continue? And if so, will the wardrobe shift toward something moodier and more gothic – especially now that goth aesthetics are having a mainstream revival, thanks in part to Lady Gaga’s Mayhem era? If fashion continues to be an extension of narrative, the red carpet could become an even more powerful storytelling device.Wicked red carpet moments, left to right: Cynthia Erivo in custom Thom Browne, Ariana Grande in Schiaparelli Spring 2025 Couture, and Jonathan Bailey in custom Dolce & Gabbana. Courtesy of Getty Images.Meme-worthy MomentsThe press tour’s viral power wasn’t just about visuals – it was also about moments. And Wicked delivered, sometimes unintentionally. While much of the campaign was engineered for engagement, some of its most viral moments were a mix of strategy and unscripted magic.Cynthia and Ariana’s interviews became instant meme fuel, especially when they dove into emotional territory with total sincerity, and maybe just a touch of confusion. In one unforgettable moment, a well-meaning interviewer “from queer media” told them fans were “holding space” with the lyrics of the songs. Cynthia, visibly moved and a little confused, teared up. Ariana, in a now-iconic gesture of solidarity, reached out to hold her… nail. It was a moment unintentionally meme-perfect that it was instantly GIFed, parodied, and endlessly quoted. Their dynamic walked a fine line between heartfelt sincerity, theatrical vulnerability, and just the right amount of chaos. And it worked. The meme-worthy “holding space” interview.Other moments also earned their place in the Wicked hall of fame: Jonathan Bailey and Jeff Goldblum’s chaotic charm in interviews, Bowen Yang’s fully costumed Oscars bit, and Ariana and Cynthia’s emotionally charged Oscars performance. Strategic Withholding of InformationDespite Wicked’s plot being familiar to many, the campaign avoided giving away too much. Rather than drilling into narrative details, interviews stayed thematic and emotional, letting the film’s visual world and characters speak louder than spoilers. This strategic vagueness gave fans space to speculate, build theories, and participate in the story before it even hit theatres.In today’s digital landscape, sometimes saying less creates more noise.Online Virality StrategyFrom day one, Wicked marketing was engineered for maximum digital impact. It embraced a multi-platform strategy, tailored to the language and logic of each platform. Vertical trailers were cut specifically for TikTok and Reels, while behind-the-scenes content offered just enough mystery to feel both intimate and speculative. Every piece of content served a purpose – whether as a clue, a tease, or a meme in the making – drawing audiences closer and inviting them to theorise about what might unfold on screen.A key pillar of the campaign was its smart use of user-generated content. Universal uploaded a curated set of sounds to TikTok’s native library (from the soaring final note of Defying Gravity to Glinda’s now-legendary “toss toss”) giving fans the raw material to make the story their own. These sounds became TikTok trends in their own right, embedding the movie into the cultural fabric and turning viewers into co-creators of its buzz.Whether the second press tour reuses the same potion or mixes a new brew, one thing is certain: the team behind Wicked understands that virality is a craft. But with the story growing more emotionally complex, this time the magic might have to come from somewhere deeper. And we’re excited to see if the spell still holds.Enjoying this? Subscribe below to get the next articles straight to your inbox.THE LIST. Five Viral Wicked Moments Worth RememberingThe “Holding Space” interview Jonathan Bailey and Jeff Goldblum’s charisma and chaosBowen Yang’s iconic Oscars comedy bitCynthia and Ariana’s moving Oscars performanceWicked “Originals” reunion: Idina Menzel and Krin Chenoweth join the new leads on the carpetWe all love Wicked - so share this with someone who might be interested :)Share","published","strategy","content-ready","locked","deletedAt","isSyncedFromOwnBlog","original","duplicatesCount","duplicateVersion","originalArticleId","errorsCount","appearance","color","backgroundColor","shortSummary","summary","bullets","persons","places","words","sentiment","subject","meta","eventId","e8fa453b7f7326ba8ad9125fabd81bb775ff3112f990eae018e2dc2d6af85bc5","nostrRootEvent","event",{"_19":217,"_221":222,"_223":224,"_75":225,"_237":26,"_187":238,"_239":240},"sig","438e9ebb996eccfb5e7d7e1702485c4e2fbdf8eb84a12685bb9467336a86427fdbf654f607c6e0a0e2f37476894fec8e1eeb1320679c2e4b1a29589b4ad5fa7c","kind",1,[226,227,228,232,235],[214,173],[36,179],[229,230,31,231],"a","30023:57c631a368693ce03a0ac91d84472de8568cfd41b965812d5700e59707529a8e:4ca1bfd0-6dd6-49ab-a69d-0c979a27524a","mention",[233,234],"client","Layer3.press",[236,26,31],"p","pubkey","The Return of the Wicked\nFan-fueled strategy, virality, and method dressing: will the press tour build cultural momentum again?\n\n\nnostr:naddr1qvzqqqr4gupzq47xxx3ks6fuuqaq4jgas3rjm6zk3n75rwt9syk4wq89jur49x5wqqjrgcmpx93xveps95mxgepk956rjctz94snvwty95cxxwfh89snyde4xg6xzyv3602 ","created_at",1758207998,"authorNPub","markdown","[Subscribe now](https://whyyoushouldcare.substack.com/subscribe?)\n\n### **WHAT’S HAPPENING.** _**Wicked**_ **Is Back: Can Lightning Strike Twice?**\n\nThank God (?). It’s happening again.\n\n**The** _**Wicked**_ **saga is back**, with the Part 2 trailer dropping just over a day ago, and the internet is already buzzing. But here’s the real question: can the new press tour enchant us once more with the power of a witch’s spell?\n\n**The original** _**Wicked**_ **movie wasn’t just a hit – it was a cultural event**, smashing box office records with over $700M and racking up 10 Oscar nominations (walking away with two trophies in one of the most competitive awards seasons in recent history). Sure, the story’s mainstream appeal and timely themes – power, discrimination, and real allyship – set it up for success. But beneath that, something else was at play.\n\nBefore the movie even hit theatres, its promotional strategy was a virality factory, turning _Wicked_ into one of last year’s defining pop-culture phenomena. Ariana Grande and Cynthia Erivo – and charismatic standout Jonathan Bailey – gifted us red carpet moments that felt like meeting the characters in real life. And we all “_held space”_ for the cast’s meme-worthy interviews: moments that made us cry, laugh, talk, and sometimes cringe a little, but always kept us hooked.\n\nNow, as Part 2 rolls out, it’s time to ask: what did the first press tour teach us about building cultural momentum? Will the sequel’s darker, more somber vibe change the game? And most importantly, can this new tour conjure up the same kind of viral magic, or will it need to find a new spellbook?\n\n[\n\n![](https://substackcdn.com/image/fetch/$s_!cpCE!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F7283c292-b986-4ddf-8e7d-d3943620a71f_2000x545.png)\n\n\n\n](https://substackcdn.com/image/fetch/$s_!cpCE!,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F7283c292-b986-4ddf-8e7d-d3943620a71f_2000x545.png)\n\nLeft to right: Bowen Yang on stage at the 2025 Oscars in a full _Wicked_ costume, Cynthia Erivo and Ariana Grande on the carpet, and Jeff Goldblum and Jonathan Bailey’s hilarious press tour interviews.\n\n[Subscribe now](https://whyyoushouldcare.substack.com/subscribe?)\n\n### **WHY YOU SHOULD CARE. The Making of a Spellbinding Communication Strategy, and What Could Change This Time**\n\nThe first _Wicked_ press tour wasn’t just a PR success: it was a full-blown cultural moment, engineered for virality and amplified by the internet’s dual obsession with both sincerity and spectacle. Now, as Part 2 begins its rollout, the question is whether it can recreate the magic with a similar strategy – or if the darker turn in the story will demand a shift in tone and tactics.\n\n#### **Actors Dressed as Characters**\n\nIn every press tour, cast outfits matter; but _Wicked_ took things to another level. While Jonathan Bailey radiated Fiyero’s irresistible charm in sleek, magnetic tailoring, Cynthia and Ariana fully embraced what’s known as _**method dressing:**_ **when actors dress in ways that echo the characters they play**_._ The two co-stars consistently appeared in bold pink and green looks, visually channeling Elphaba and Galinda’s iconic aesthetics. Cynthia favoured sharp, sculptural pieces with a slightly gothic edge, while Ariana went full bubblegum-princess in pastel couture. The result? Fans weren’t just watching actors promote a movie – they were seeing the characters come to life on the red carpet.\n\nAs Part 2 promises a darker, more emotionally charged tone, it’ll be interesting to see if the fashion follows suit. Will method dressing continue? And if so, will the wardrobe shift toward something moodier and more gothic – especially now that [goth aesthetics are having a mainstream revival, thanks in part to Lady Gaga’s](https://open.substack.com/pub/whyyoushouldcare/p/a-gothic-mayhem?r=laov1&utm_campaign=post&utm_medium=web&showWelcomeOnShare=false) _[Mayhem](https://open.substack.com/pub/whyyoushouldcare/p/a-gothic-mayhem?r=laov1&utm_campaign=post&utm_medium=web&showWelcomeOnShare=false)_ [era](https://open.substack.com/pub/whyyoushouldcare/p/a-gothic-mayhem?r=laov1&utm_campaign=post&utm_medium=web&showWelcomeOnShare=false)? If fashion continues to be an extension of narrative, the red carpet could become an even more powerful storytelling device.\n\n[\n\n![](https://substackcdn.com/image/fetch/$s_!1b7_!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fb8f4bcc8-ddd7-45d6-bedd-7f6cf6dce810_2000x831.png)\n\n\n\n](https://substackcdn.com/image/fetch/$s_!1b7_!,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fb8f4bcc8-ddd7-45d6-bedd-7f6cf6dce810_2000x831.png)\n\n_Wicked_ red carpet moments, left to right: Cynthia Erivo in custom Thom Browne, Ariana Grande in Schiaparelli Spring 2025 Couture, and Jonathan Bailey in custom Dolce & Gabbana. Courtesy of Getty Images.\n\n#### **Meme-worthy Moments**\n\nThe press tour’s viral power wasn’t just about visuals – it was also about moments. And _Wicked_ delivered, sometimes unintentionally. While much of the campaign was engineered for engagement, some of its most viral moments were a mix of strategy and unscripted magic.\n\nCynthia and Ariana’s interviews became instant meme fuel, especially when they dove into emotional territory with total sincerity, and maybe just a touch of confusion. In one unforgettable moment, a well-meaning interviewer “from queer media” told them **fans were “holding space” with the lyrics of the songs**. Cynthia, visibly moved and a little confused, teared up. Ariana, in a now-iconic gesture of solidarity, reached out to hold her… nail. It was a moment unintentionally meme-perfect that it was instantly GIFed, parodied, and endlessly quoted. Their dynamic walked a fine line between heartfelt sincerity, theatrical vulnerability, and just the right amount of chaos. And it worked.\n\n[\n\n![](https://substackcdn.com/image/fetch/$s_!_6VD!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F481403a3-5397-4f82-b9ab-3ef713b8bb44_2000x619.png)\n\n\n\n](https://substackcdn.com/image/fetch/$s_!_6VD!,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F481403a3-5397-4f82-b9ab-3ef713b8bb44_2000x619.png)\n\nThe meme-worthy “holding space” interview.\n\nOther moments also earned their place in the _Wicked_ hall of fame: Jonathan Bailey and Jeff Goldblum’s chaotic charm in interviews, Bowen Yang’s fully costumed Oscars bit, and Ariana and Cynthia’s emotionally charged Oscars performance.\n\n#### **Strategic Withholding of Information**\n\nDespite _Wicked_’s plot being familiar to many, the campaign avoided giving away too much. Rather than drilling into narrative details, interviews stayed thematic and emotional, letting the film’s visual world and characters speak louder than spoilers. **This strategic vagueness gave fans space to speculate, build theories, and participate in the story before it even hit theatres.**\n\nIn today’s digital landscape, sometimes saying less creates more noise.\n\n#### **Online Virality Strategy**\n\nFrom day one, _Wicked_ marketing was engineered for maximum digital impact. It embraced a **multi-platform strategy**, tailored to the language and logic of each platform. Vertical trailers were cut specifically for TikTok and Reels, while behind-the-scenes content offered just enough mystery to feel both intimate and speculative. Every piece of content served a purpose – whether as a clue, a tease, or a meme in the making – drawing audiences closer and inviting them to theorise about what might unfold on screen.\n\nA key pillar of the campaign was its smart use of **user-generated content**. Universal uploaded a curated set of sounds to TikTok’s native library (from the soaring final note of _Defying Gravity_ to Glinda’s now-legendary “toss toss”) giving fans the raw material to make the story their own. These sounds became TikTok trends in their own right, embedding the movie into the cultural fabric and turning viewers into co-creators of its buzz.\n\n* * *\n\nWhether the second press tour reuses the same potion or mixes a new brew, one thing is certain: the team behind _Wicked_ understands that virality is a craft. But with the story growing more emotionally complex, this time the magic might have to come from somewhere deeper. And we’re excited to see if the spell still holds.\n\nEnjoying this? Subscribe below to get the next articles straight to your inbox.\n\n### THE LIST. Five Viral _Wicked_ Moments Worth Remembering\n\n* The “Holding Space” interview\n \n\n* Jonathan Bailey and Jeff Goldblum’s charisma and chaos\n \n\n* Bowen Yang’s iconic Oscars comedy bit\n \n\n* Cynthia and Ariana’s moving Oscars performance\n \n\n* _Wicked_ “Originals” reunion: Idina Menzel and Krin Chenoweth join the new leads on the carpet\n \n\nWe all love _Wicked_ - so share this with someone who might be interested :)\n\n[Share](https://whyyoushouldcare.substack.com/p/return-of-the-wicked?utm_source=substack&utm_medium=email&utm_content=share&action=share)","freeMarkdown","kind1EventId","kind30023EventId","2a148d17b3524bb5b2d591fdb788a6e544edd46ca53fe053b3c24faa0b6170ad","kind30023",{"_19":247,"_221":250,"_223":251,"_75":252,"_237":26,"_187":266,"_239":267},"615d757cfd2190991c2aaf0da639bae305c0affebb29a3fda194dad0337b4ed3d51c283b0d7e22a7ed11b4ab9e70fce7c56551b21e84299149af92aed238940f",30023,[253,256,257,260,261,263,264,265],[254,255],"r","https://connect-test.syndichain.com/articles/4ca1bfd0-6dd6-49ab-a69d-0c979a27524a",[32,173],[258,259],"published_at","1749277829",[36,179],[262,167],"d",[208,174],[233,234],[236,26,31],"The Return of the Wicked\n[Subscribe now](https://whyyoushouldcare.substack.com/subscribe?)\n\n### **WHAT’S HAPPENING.** _**Wicked**_ **Is Back: Can Lightning Strike Twice?**\n\nThank God (?). It’s happening again.\n\n**The** _**Wicked**_ **saga is back**, with the Part 2 trailer dropping just over a day ago, and the internet is already buzzing. But here’s the real question: can the new press tour enchant us once more with the power of a witch’s spell?\n\n**The original** _**Wicked**_ **movie wasn’t just a hit – it was a cultural event**, smashing box office records with over $700M and racking up 10 Oscar nominations (walking away with two trophies in one of the most competitive awards seasons in recent history). Sure, the story’s mainstream appeal and timely themes – power, discrimination, and real allyship – set it up for success. But beneath that, something else was at play.\n\nBefore the movie even hit theatres, its promotional strategy was a virality factory, turning _Wicked_ into one of last year’s defining pop-culture phenomena. Ariana Grande and Cynthia Erivo – and charismatic standout Jonathan Bailey – gifted us red carpet moments that felt like meeting the characters in real life. And we all “_held space”_ for the cast’s meme-worthy interviews: moments that made us cry, laugh, talk, and sometimes cringe a little, but always kept us hooked.\n\nNow, as Part 2 rolls out, it’s time to ask: what did the first press tour teach us about building cultural momentum? Will the sequel’s darker, more somber vibe change the game? And most importantly, can this new tour conjure up the same kind of viral magic, or will it need to find a new spellbook?\n\n[\n\n![](https://substackcdn.com/image/fetch/$s_!cpCE!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F7283c292-b986-4ddf-8e7d-d3943620a71f_2000x545.png)\n\n\n\n](https://substackcdn.com/image/fetch/$s_!cpCE!,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F7283c292-b986-4ddf-8e7d-d3943620a71f_2000x545.png)\n\nLeft to right: Bowen Yang on stage at the 2025 Oscars in a full _Wicked_ costume, Cynthia Erivo and Ariana Grande on the carpet, and Jeff Goldblum and Jonathan Bailey’s hilarious press tour interviews.\n\n[Subscribe now](https://whyyoushouldcare.substack.com/subscribe?)\n\n### **WHY YOU SHOULD CARE. The Making of a Spellbinding Communication Strategy, and What Could Change This Time**\n\nThe first _Wicked_ press tour wasn’t just a PR success: it was a full-blown cultural moment, engineered for virality and amplified by the internet’s dual obsession with both sincerity and spectacle. Now, as Part 2 begins its rollout, the question is whether it can recreate the magic with a similar strategy – or if the darker turn in the story will demand a shift in tone and tactics.\n\n#### **Actors Dressed as Characters**\n\nIn every press tour, cast outfits matter; but _Wicked_ took things to another level. While Jonathan Bailey radiated Fiyero’s irresistible charm in sleek, magnetic tailoring, Cynthia and Ariana fully embraced what’s known as _**method dressing:**_ **when actors dress in ways that echo the characters they play**_._ The two co-stars consistently appeared in bold pink and green looks, visually channeling Elphaba and Galinda’s iconic aesthetics. Cynthia favoured sharp, sculptural pieces with a slightly gothic edge, while Ariana went full bubblegum-princess in pastel couture. The result? Fans weren’t just watching actors promote a movie – they were seeing the characters come to life on the red carpet.\n\nAs Part 2 promises a darker, more emotionally charged tone, it’ll be interesting to see if the fashion follows suit. Will method dressing continue? And if so, will the wardrobe shift toward something moodier and more gothic – especially now that [goth aesthetics are having a mainstream revival, thanks in part to Lady Gaga’s](https://open.substack.com/pub/whyyoushouldcare/p/a-gothic-mayhem?r=laov1&utm_campaign=post&utm_medium=web&showWelcomeOnShare=false) _[Mayhem](https://open.substack.com/pub/whyyoushouldcare/p/a-gothic-mayhem?r=laov1&utm_campaign=post&utm_medium=web&showWelcomeOnShare=false)_ [era](https://open.substack.com/pub/whyyoushouldcare/p/a-gothic-mayhem?r=laov1&utm_campaign=post&utm_medium=web&showWelcomeOnShare=false)? If fashion continues to be an extension of narrative, the red carpet could become an even more powerful storytelling device.\n\n[\n\n![](https://substackcdn.com/image/fetch/$s_!1b7_!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fb8f4bcc8-ddd7-45d6-bedd-7f6cf6dce810_2000x831.png)\n\n\n\n](https://substackcdn.com/image/fetch/$s_!1b7_!,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fb8f4bcc8-ddd7-45d6-bedd-7f6cf6dce810_2000x831.png)\n\n_Wicked_ red carpet moments, left to right: Cynthia Erivo in custom Thom Browne, Ariana Grande in Schiaparelli Spring 2025 Couture, and Jonathan Bailey in custom Dolce & Gabbana. Courtesy of Getty Images.\n\n#### **Meme-worthy Moments**\n\nThe press tour’s viral power wasn’t just about visuals – it was also about moments. And _Wicked_ delivered, sometimes unintentionally. While much of the campaign was engineered for engagement, some of its most viral moments were a mix of strategy and unscripted magic.\n\nCynthia and Ariana’s interviews became instant meme fuel, especially when they dove into emotional territory with total sincerity, and maybe just a touch of confusion. In one unforgettable moment, a well-meaning interviewer “from queer media” told them **fans were “holding space” with the lyrics of the songs**. Cynthia, visibly moved and a little confused, teared up. Ariana, in a now-iconic gesture of solidarity, reached out to hold her… nail. It was a moment unintentionally meme-perfect that it was instantly GIFed, parodied, and endlessly quoted. Their dynamic walked a fine line between heartfelt sincerity, theatrical vulnerability, and just the right amount of chaos. And it worked.\n\n[\n\n![](https://substackcdn.com/image/fetch/$s_!_6VD!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F481403a3-5397-4f82-b9ab-3ef713b8bb44_2000x619.png)\n\n\n\n](https://substackcdn.com/image/fetch/$s_!_6VD!,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F481403a3-5397-4f82-b9ab-3ef713b8bb44_2000x619.png)\n\nThe meme-worthy “holding space” interview.\n\nOther moments also earned their place in the _Wicked_ hall of fame: Jonathan Bailey and Jeff Goldblum’s chaotic charm in interviews, Bowen Yang’s fully costumed Oscars bit, and Ariana and Cynthia’s emotionally charged Oscars performance.\n\n#### **Strategic Withholding of Information**\n\nDespite _Wicked_’s plot being familiar to many, the campaign avoided giving away too much. Rather than drilling into narrative details, interviews stayed thematic and emotional, letting the film’s visual world and characters speak louder than spoilers. **This strategic vagueness gave fans space to speculate, build theories, and participate in the story before it even hit theatres.**\n\nIn today’s digital landscape, sometimes saying less creates more noise.\n\n#### **Online Virality Strategy**\n\nFrom day one, _Wicked_ marketing was engineered for maximum digital impact. It embraced a **multi-platform strategy**, tailored to the language and logic of each platform. Vertical trailers were cut specifically for TikTok and Reels, while behind-the-scenes content offered just enough mystery to feel both intimate and speculative. Every piece of content served a purpose – whether as a clue, a tease, or a meme in the making – drawing audiences closer and inviting them to theorise about what might unfold on screen.\n\nA key pillar of the campaign was its smart use of **user-generated content**. Universal uploaded a curated set of sounds to TikTok’s native library (from the soaring final note of _Defying Gravity_ to Glinda’s now-legendary “toss toss”) giving fans the raw material to make the story their own. These sounds became TikTok trends in their own right, embedding the movie into the cultural fabric and turning viewers into co-creators of its buzz.\n\n* * *\n\nWhether the second press tour reuses the same potion or mixes a new brew, one thing is certain: the team behind _Wicked_ understands that virality is a craft. But with the story growing more emotionally complex, this time the magic might have to come from somewhere deeper. And we’re excited to see if the spell still holds.\n\nEnjoying this? Subscribe below to get the next articles straight to your inbox.\n\n### THE LIST. Five Viral _Wicked_ Moments Worth Remembering\n\n* The “Holding Space” interview\n \n\n* Jonathan Bailey and Jeff Goldblum’s charisma and chaos\n \n\n* Bowen Yang’s iconic Oscars comedy bit\n \n\n* Cynthia and Ariana’s moving Oscars performance\n \n\n* _Wicked_ “Originals” reunion: Idina Menzel and Krin Chenoweth join the new leads on the carpet\n \n\nWe all love _Wicked_ - so share this with someone who might be interested :)\n\n[Share](https://whyyoushouldcare.substack.com/p/return-of-the-wicked?utm_source=substack&utm_medium=email&utm_content=share&action=share)\n---\n**Read the full article**\nhttps://whyyoushouldcare.substack.com/p/return-of-the-wicked",1754572207,"publishedToNostr","htmlContentKind30023","

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WHAT’S HAPPENING. Wicked Is Back: Can Lightning Strike Twice?

Thank God (?). It’s happening again.

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Left to right: Bowen Yang on stage at the 2025 Oscars in a full Wicked costume, Cynthia Erivo and Ariana Grande on the carpet, and Jeff Goldblum and Jonathan Bailey’s hilarious press tour interviews.

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WHY YOU SHOULD CARE. The Making of a Spellbinding Communication Strategy, and What Could Change This Time

Actors Dressed as Characters

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](https://substackcdn.com/image/fetch/$s_!1b7_!,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fb8f4bcc8-ddd7-45d6-bedd-7f6cf6dce810_2000x831.png)

Wicked red carpet moments, left to right: Cynthia Erivo in custom Thom Browne, Ariana Grande in Schiaparelli Spring 2025 Couture, and Jonathan Bailey in custom Dolce & Gabbana. Courtesy of Getty Images.

Meme-worthy Moments

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](https://substackcdn.com/image/fetch/$s_!_6VD!,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F481403a3-5397-4f82-b9ab-3ef713b8bb44_2000x619.png)

The meme-worthy “holding space” interview.

Strategic Withholding of Information

In today’s digital landscape, sometimes saying less creates more noise.

Online Virality Strategy

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THE LIST. Five Viral Wicked Moments Worth Remembering

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The “Holding Space” interview
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Jonathan Bailey and Jeff Goldblum’s charisma and chaos
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Bowen Yang’s iconic Oscars comedy bit
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Cynthia and Ariana’s moving Oscars performance
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Wicked “Originals” reunion: Idina Menzel and Krin Chenoweth join the new leads on the carpet
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We all love Wicked - so share this with someone who might be interested :)

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