Transforming Beauty Into Box Office: The OLAY x Wicked Experience
A national, film-led campaign powered by Choovie Group
The objective
Studios rarely get the chance to guide audiences toward one film with this level of control. For the OLAY x Wicked: For Good promotion, the goal was simple: create a national redemption campaign that moves shoppers directly into Wicked: For Good sessions, supported by a brand partnership that feels cohesive from start to finish.
The offer
Customers who spend $50 on OLAY products at Priceline can enter to win a double-pass, redeemable at more than 90% of cinemas across Australia. The network spans HOYTS, Event, Village and independents, giving the promotion wide national reach.
A fully customised campaign environment
Choovie Group built a dedicated OLAY x Wicked redemption site that displays Wicked: For Good sessions only. Every element from banners, creative, copy to ticketing is tailored to the film, so the entire customer journey stays anchored in the world of Wicked. For the studio, this creates a direct, uninterrupted pathway to a single title during a critical pre-release period.
Technology behind the experience
The campaign is delivered through Choovie’s national technology infrastructure, which includes:
Australia’s only metro, regional and independent cinema network for redemptions
Automated code creation, removing manual voucher handling and reconciliation
Live Wicked: For Good session data integration for pre-release accuracy
Real-time redemption tracking and performance insights
Centralised customer service managed end to end by Choovie
Why it works
This collaboration brings together a strong retail partner, an iconic beauty brand and a major studio title, all supported by technology designed to scale.
OLAY gains a campaign environment built specifically for this partnership. The studio gains a controlled, film-first redemption pathway that helps drive intent and conversion nationwide.
Built for cinema. Built for campaigns. Built for results.
