To promote Wicked’s streaming release, Newhouse partnered with three creators who embodied its home-viewing experience. TikTok dance duo @Cost_N_Mayor choreographed a routine to a sing-along track, DIY expert Michelle Hsu transformed her living room for a Wicked-themed screening, and Caleb Natale used VFX to create a magical “yellow brick road”
home-viewing journey.

Even with only 3 creator partners, this campaign smashed the KPIs, with almost 10,000,000 video views and over 7% 
engagement rate on TikTok.