WICKED on Broadway

Act I · The campaign

WICKED set out to reach Hispanic and Latino New Yorkers across the tri-state area and help turn that engagement into ticket sales. The flight ran from the World Cup into September for Hispanic Heritage Month, speaking Spanish directly on the street and in the car.

Forty wrapped rideshare vehicles, 10 full wraps and 30 advanced partials, saturated New York for 13 weeks carrying Spanish-language creative. Nine SWARMS put the fleet where the audience gathered: concerts from ROSALÍA, Shakira, Karol G and Chayanne, FIFA World Cup 2026 watch parties, Broadway Row, Ballet Hispánico and the Mexican Day Parade.

Inside the car, 8,000 bilingual handouts rode in every seatback, English on one side and Spanish on the other, with a QR code straight to tickets. On the street, “Spot the Elphaba” turned every wrap into a photo contest: photograph a car, win two tickets.

The fleet delivered 89M+ StreetMetrics-verified impressions, double the 44.5M forecast, across 288K miles: 46.9M from the full wraps, 42.1M from the advanced partials, and 200K digital retargeting impressions behind them.

“Véalo en vivo. Recuérdelo por siempre.”