From the yellow brick road to the streets of New York City, Wicked the Musical partnered with Carvertise
Carvertise Wraps Bring Broadway to the Boroughs
Dozens of fully wrapped Carvertise vehicles transformed into Wicked-branded billboards on wheels, touring specific boroughs and popping up at major events—including the FIFA Club World Cup games at MetLife Stadium.
Just like the best out-of-home media, this campaign wasn’t static—it moved with the city’s rhythm, ensuring maximum exposure where fans actually live, work, and play.
Multi-Borough Targeting for Maximum Impact
Rather than staying central, Wicked took its show on the road—literally. The cars were deployed in boroughs like Queens, Brooklyn, the Bronx, and Staten Island, allowing for hyperlocal reach.
This approach mirrored what effective OOH targeting looks like in 2025: not just visibility, but relevance by location.
Social Media + Street Activation = Show Buzz
To amplify reach, Wicked encouraged New Yorkers to tag the musical on social media when they spotted a branded car, offering the chance to win tickets to the show.
The result? A viral moment across platforms, where Broadway fans and curious passersby turned the city into one big interactive scavenger hunt.
Event-Based Amplification at MetLife Stadium
Strategically timed during major sporting events, the campaign leveraged existing foot traffic and media buzz to boost impressions. At MetLife Stadium, where thousands gathered for international football, Wicked’s presence was both unexpected and unforgettable.
This is where OOH meets event marketing in perfect synergy.
A Wickedly Clever Campaign
From Broadway lovers to Broadway first-timers, this campaign hit all the right notes. With bold visuals, smart movement, and a sprinkle of magic, Wicked didn’t just promote its show—it invited the entire city to be part of it.
And with Carvertise as the vehicle (literally and figuratively), the campaign rolled out flawlessly.
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