The Birmingham-Jefferson Convention Complex didn’t use a yellow brick road, but it did deploy some strategically-placed stickers and a green waterfall to help lure more than 40,000 to see the Broadway musical “Wicked.”

During its two-week run, thousands from neighboring states joined those in the greater Birmingham area and other parts of Alabama to find enchantment in the heralded musical.

“Hosting one of the most popular touring Broadway shows for the extended run in Birmingham has been an honor and a pleasure,” said BJCC Executive Director Tad Snider. “Working with Theater League in bringing a defining musical such as ‘Wicked’ to the BJCC and having it so warmly embraced has been extremely rewarding for our team.”

Amanda Jane Cooper as Glinda in “Wicked.” (photo by Joan Marcus)

Jake Boyd as Fiyero in “Wicked.” (photo by Joan Marcus)

Emily Koch as Elphaba in “Wicked.” (photo by Joan Marcus)

Emily Koch as Elphaba, left, and Mega Masako Haley as Nessarose in “Wicked.” (photo by Joan Marcus)

Chad Jennings as Doctor Dillamond in “Wicked.” (photo by Joan Marcus)

Amanda Jane Cooper as Glinda in “Wicked.” (photo by Joan Marcus)

Emily Koch as Elphaba in “Wicked.” (photo by Joan Marcus)

Amanda Jane Cooper, left, as Glinda and Emily Koch as Elphaba in “Wicked.” (photo by Joan Marcus)

Amanda Jane Cooper as Glinda and Jake Boyd as Fiyero. (photo by Joan Marcus)

Amanda Jane Cooper, left, as Glinda and Emily Koch as Elphaba in “Wicked.” (photo by Joan Marcus)

Emily Koch as Elphaba in “Wicked.” (photo by Joan Marcus)

Social media played a key part in bringing in a bigger audience to the BJCC. The Guest Experience Team (GET) placed green stickers in front of the entry waterfall, which was lighted green, and “Wicked” stickers on the adjacent columns to encourage attendees to take pictures to post on their social media accounts. At the waterfall, GET staff provided props such as a tiara for good witches and a black hat and broom for bad witches.

“S-Elphie” stickers were placed on the ground and the GET team also put a “step and repeat” wall at the entrance of the Concert Hall with a photo of Elphaba and Glinda.

This was the first event employing the GET program. Thanks to the social media efforts, the word about “Wicked” spread to a wider audience and the BJCC online accounts saw an increase in engagement.

Stickers marked spots for “S-Elphie” photos at the Birmingham-Jefferson Convention Complex for “Wicked.” (contributed)

The Birmingham-Jefferson Convention Complex offered spots for photos when it hosted “Wicked.” (contributed)

A green waterfall was a popular photo spot at the Birmingham-Jefferson Convention Complex for “Wicked.” (contributed)

The BJCC has been the center of entertainment in Birmingham for more than 40 years. It is the largest arena in the state and was built in 1976. In 2014, the BJCC opened the Uptown Entertainment District with six restaurants and a coffee shop. The BJCC includes theWestin Birmingham hotel and the Sheraton. The complex hosts sporting events, concerts, showcases and community gatherings.

Steve Quinn, company manager for “Wicked,” said the Birmingham audience embraced the show with standing ovations and enthusiastic response every night.

“I love Birmingham,” he said. “We wish we could stay longer, not only to enjoy these audiences, but to explore more dining options. This city has so many wonderful places to choose from, we need more than two weeks to explore them all.”

“Wicked” ended its two-week performance at the BJCC July 3. Later this year, the venue will host Maxwell, Amy Schumer, Bonnie Raitt, Carrie Underwood and other top entertainers.