Lexus x Wicked
HIGHLIGHTS:
• Global Box Office: $735M+
• Box Office Viewership: 67.6 million
• 108 award wins & 302 nominations
• Campaign Impressions: 41M+
• Box Office Viewership: 67.6 million
• 108 award wins & 302 nominations
• Campaign Impressions: 41M+
RESULTS:
The co-branded promotion led to over 15M in video views across the custom content generating a robust reach of 25M+ along with 1.2M engagements across the brand's social platforms.
STRATEGY:
Lexus partnered with Universal's WICKED for an OZmazing campaign. Stemming from Lexus' mindset of ``Experience Amazing``, the campaign centered around embracing the spirit of Oz. The campaign consisted of cobranded spot, an original featurette starring the film's Director, Jon Chu, plus two custom TX vehicles inspired by the lead characters, Elphaba and Glinda, which were teased on social and then unveiled at the Los Angeles premiere.
