Amazon Brand Innovation Lab × Universal Pictures
Wicked: For Good, Oz on Amazon
Bringing the world of Oz to Manhattan through a traveling immersive fan experience.
The brief
To promote Universal Pictures' Wicked: For Good, Amazon Brand Innovation Lab partnered with YW3 to create Oz on Amazon, a three-day experiential campaign that carried the world of Oz across the Meatpacking District, Rockefeller Plaza and AMC Kips Bay.
At the center was the Wicked Prime Van, a co-branded mobile stage and portal into the film, combining in-world storytelling, exclusive merchandise and social-first participation in the days leading into the premiere.
The results
- 3pop-ups across Manhattan
- 2,075+fans across three days in Manhattan
- ~30minute average time spent
- 1,198Wicked Cam assets created across the activation
- Millionsof earned media impressions
A film launch engineered into a citywide experiential platform.
The idea
Turn a film launch into a citywide fan experience.
Rather than ask fans to come to one fixed destination, YW3 built an experience designed to move through Manhattan.
Guests stepped onto an interactive Yellow Brick Road where their footsteps triggered effects inspired by the film, received exclusive Amazon × Wicked merchandise, then chose Glinda or Elphaba before entering the Wicked Cam.
The platform
The Wicked Cam was an immersive, two-sided video booth designed as both an experience and a social content engine.
Directors guided each fan through a performance enhanced with AR and Unreal-powered effects, creating a personalized animated asset delivered instantly by QR code for sharing, without collecting PII.
Across three consecutive activation days, YW3 connected spatial design, creative technology, merchandise and fan participation into one traveling platform.
YW3 role
Strategy · Experience Design · Spatial Design · Creative Technology · Production · Permitting · Logistics · Social Content
Wicked Cam
Seven clips from the activation. Scroll across.
