I must admit I hadn’t heard of the musical WICKED until All About Joe started working with Orange and IMP Media on ‘Wannabe WICKED‘.
(And now after watching all the video entries to the competition so many times I can’t get the damn tunes out of my head, but that’s another story!)
As you may or may not know, the musical is a kind of prequel to the Wizard of Oz and has attracted something of a cult following. Turns out there’s an army of fans out there that can’t get enough of anything WICKED-related. There’s even an annual WICKED day dedicated to them.
So they were delighted when Wannabe WICKED came along: an Orange-sponsored competition where fans could send in a video of themselves singing an extract from the musical for the chance to win a walk-on part in the London production. Orange customers voted on which vids they liked best and the final four went to a real-life audition in front of the WICKED production team in London. It was a great prize and a great project to work on.
Anyone who has attempted to attract user-generated content will know it’s something of a fickle art form but in this case we found a successful formula which worked a treat: passionate fans + a great incentive to send in their vids + effective, targeted marketing to the fan base + a great showcase for the submitted content = the key to UGC success.
