Meta came to Hit Play to design, fabricate a WhatsApp and Instagram activation for the premier of Wicked For Good at the AMC in Times Square, New York City.

With just 12 days from briefing to load-in, the team sprang into action, creating a cohesive Wicked, Instagram and WhatsApp, tri-brand experience. Attendees could shoot their Reels on the yellow brick road and follow the QR code for a custom “Which Wicked personality are you?” WhatsApp bot. While at the premier attendees received an “Emerald City Snack Pack” complete with popcorn, candy and specialty pink or green drinks.