Twelve Oaks Mall has its own wicked display for the Halloween season- literally. The spherical World of Wicked 2011 display is in the Lord & Taylor court from October 14-November 6. Wicked the musical is coming to the Detroit Opera House in December, so the display features a few costumes and a running video of the musical. The World of Wicked is not only about the musical. It has brought a trio of PR, advertising, and marketing with it.
The Wicked trailer:
At the beginning of the semester we talked about the differences between PR, advertising, and marketing. World of Wicked utilizes all three. First, mall stores received a letter/ pitch of sorts detailing the World of Wicked display and the opportunities it would give stores to create a “Wicked Deal”. This, along with the photo op asking customers to take a picture and post it on World of Wicked’s Facebook page, are good examples of how PR functions in the World of Wicked event. Here is the press release about the partnership between Wicked and the Taubman malls.
The “Wicked Deal” is a good marketing ploy. Where I work at Pretzelmaker/TCBY we have a 10% off orders of $10 deal if you bring the pamphlet; stores who opted to create a deal got printed in a special pamphlet called a “passport to Oz” and featured on the World of Wicked page, as well as a large window sticker advertising their participation. Customers get to participate not only in the deals themselves, but by collecting stamps on the back of the pamphlet from the participating deal locations. Once they collect all stamps, they fill out the pamphlet and enter to win prizes.
World of Wicked advertises for more than one venue by being at the mall. Most obvious are the mall, the stores, and the display itself that receive advertising through posters at mall entrances and on the website. Ticketmaster gets advertising- they are located in the mall and are currently selling tickets to the musical. Broadway in Detroit gets advertising on the website, and Wicked gets it all. With so many things Wicked oriented, it makes people think about it every time they see one of the participating stores, the display, an entrance, etc. It doesn’t matter if they know what Wicked is about going in- the job of the display is to draw them in. It could not receive as much exposure and success without the trio of PR, marketing, and advertising that goes into the display and the overall World of Wicked campaign.