IMP Media has created a unique interactive multimedia experience for fans of the hit musical WICKED, including a competition offering the once-in-a-lifetime chance to win a walk-on role in the London production.

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Inside the leading lady's dressing room A backstage video tour during the show Some of the Wicked fans' auditions

Wannabe WICKED is a ground-breaking initiative using a combination of the mobile phone and the web to let people learn more about the show, get behind the scenes with the cast – and, for one lucky person, appear on the stage of the Apollo Victoria Theatre in London.

Oliver Tompsett, the show’s male lead, was given a Nokia N93 to film what goes on backstage – and the result is a fantastically intimate and entertaining insight into the world of West End musicals.

He captures moments including pre-performance warm-ups, bantering with fellow star Kelly Ellis in her dressing room, and having fun in the wings between onstage appearances. The clips are published on the web and have proved popular with WICKED’s huge army of enthusiastic fans.

Wannabe Wicked is an initiative between WICKED and its communications partner Orange, whose web site features the behind-the-scenes video clips and the competition to find “Britain’s most Wicked”.

Contestants sent in audition video clips of themselves singing along to one of five WICKED excerpts available to download on the Orange web site.

Orange customers then voted for their favourites in a series of head-to-head knockout rounds on Orange World (the Orange mobile portal).

The four semi-finalists – two witches and two wizards – will go to the Apollo Victoria Theatre in London to audition X-Factor style in front of a panel including the show's producers and members of the cast. They will pick their favourite, who will return the following week to appear in the show beside their idols.

IMP Media built and managed the entire Wannabe Wicked service including web and wap minisites, video uploaders, video moderation, management and streaming, and full design and editorial management. The service works across web and mobile and is available on more than 100 different mobile phones – but it took IMP just 10 days to create from concept to launch.

Michael McCabe, UK Executive Producer for the musical WICKED, said: “IMP have created a completely new way for us to interact with our audience and give them a unique chance to get closer to the show and feel intimately involved.

"We’ve been hugely impressed by the way IMP combine genuine creativity and innovation with the technical capability to deliver services that fully exploit the combination of web and mobile.”

Mark Hird, Director of IMP Media, said: “WICKED is unique in having a fan base that is young, passionate and eager to find new ways of engaging with their favourite show. Wannabe WICKED taps into that and is a truly innovative initiative that points the way to the kind of cross-platform multimedia experiences more and more brands and media owners will be creating for their customers.

“The quality and intimacy of Oliver Tompsett’s backstage videos also show just how powerful the mobile phone can be – something TV producers are now looking to exploit as broadcasters look for more creative use of multimedia in their programming.”