Wicked NY - Wicked Day Block Party

OBJECTIVE:
To celebrate the first anniversary of Wicked, by producing week long events ramping up to the "Wicked Day Block Party" with a goal of increasing visibility, garnering media attention, generating excitement and reaffirming brand awareness.

ELEMENTS:
Barnes and Noble kicked off the week long Wicked celebration. Gregory Maguire signed copies of his best-selling novel: Wicked, while cast members performed songs from the show. The "Wicked Day Block Party" consisted of closing down 51st Street in front of the Gershwin Theatre to hold a free carnival style block party where participants indulged in popcorn, cotton candy, pumpkins, balloons, games and face painting. Video footage from the various events will be incorporated into a national marketing sales tool to be used as a showcase for sponsors for next year's "Wicked Day". Allied Live coordinated the event, which incorporated working with New York City 's Municipal Government offices to receive street closure permits, The Times Square Alliance and in-kind partners.

OVERVIEW OF RESULTS:
Word of mouth, Barnes & Noble exposure, and promotional flyers in retail outlets including the NBC Experience store led to over 2,000 fans attending "The Wicked Day Block Party" maintaining Wicked's position as the hottest show on Broadway.