They should mix their broader brand messages with personalized marketing messages to target consumers, which can reduce consumer fatigue and increase engagement. For example, Xfinity has a commercial that depicts the stars of Wicked, Cynthia Erivo and Ariana Grande, as girls dreaming to play Elphaba and Glinda, and then eventually winning the roles. The sentimentality of the ad is effective, especially for preexisting fans of the two leads.

They should also make sure to include some authentic components, like showcasing behind-the-scenes operations, which can help brands avoid being seen as transactional. Wicked has done a good job of this, and many of the actors have done interviews discussing what is was like making the film, bringing the public into the world of Oz. Brands should also involve consumers in the brand’s narrative, creating engagement by encouraging customer participation through interactive content like surveys, quizzes, or user-generated content.

Oversaturation can be avoided by distributing marketing messages by spacing out communications to prolong campaigns and maintain engagement without wearing consumers out. For example, Wicked’s first teaser trailer premiered in February during the Super Bowl which made some on social media groan that “it feels like Wicked has been promoted for the past eight years.” 

While the surging box office shows the hype for the film matched the audience’s anticipation, brand promoters have to remember that Barbie and Wicked are anomalies, and to make sure that their marketing strategies do not grow on the nerves of their coveted consumers by doing too much.