National mall owner Taubman has partnered with Broadway musical “Wicked” in a two-year program that will put displays and promotions in seven Taubman malls in markets where the musical will be on tour. The promo kicked off on March 12 at Sunvalley Shopping Center near San Francisco, then in mid-April will travel to Northlake Mall in Charlotte, NC, then make five additional stops before wrapping up next fall.
The interactive program transports mall shoppers into the world of “Wicked” where they can walk through Galinda’s bubble, which has been outfitted complete with props, video and sound, see the “Behind the Emerald Curtain” museum display and take a photo in Oz. “Wicked” cast appearances, discounts on show tickets (which they can purchase at Ticketmaster locations in the malls), prize giveaways such as magnetic picture frames and music download cards and a text-to-win tickets campaign also are part of the plan. Retailers are tying into the program with “bewitching” and “go green” Passport to Oz offers such as product discounts and makeovers.
“We wanted to encourage participation and learning about ‘Wicked,’ going to see the show, having a memory of the experience, and bring our retailers in,” Lisa Herzlich, director of partnership development at Taubman, told Buzz. “This is a memorable experience that brands ‘Wicked’ in each market and brands Taubman as a marketer that can tie in retail and brands and move the dial on everybody’s business.”