NOPE
Integrated Marketing Campaign
Film Marketing | Entertainment Strategy
Introduction
Challenge
How do you market a film that thrives on what it doesn't show? The campaign strategy balances intrigue with restraint, honoring Peele's tone of mystery while sparking curiosity among global audiences without revealing the story.
Objective
Develop an integrated marketing campaign for Jordan Peele's "NOPE" that sparks anticipation and drives conversation through suspense, abstraction, and cultural resonance.
Target Audience
Horror/sci-fi enthusiasts and Jordan Peele fans (ages 18-35), particularly Black and POC viewers who value culturally resonant storytelling and layered narratives. This audience loves decoding symbolism and engaging with mystery-driven content that rewards deeper analysis.
Campaign Strategy
Phased rollout campaign designed to spark curiosity and maintain top-of-mind awareness leading up to release.
Multi-platform social campaign using mystery and intrigue to drive pre-release conversation
Street-level OOH placement creating immersive brand moments in urban environments
Highway billboard leveraging iconic film imagery for maximum impact
Brand Partnerships
Strategic collaborations connecting audiences to key film elements through collectibles and experiential content.
FunkoPop x NOPE Limited Edition Collaboration, featuring main characters and signature film elements
Polaroid x NOPE limited edition collaboration - 'The Sky Remembers' collection
Custom Content
Exclusive experiences and collectibles creating engagement beyond theatrical release.
Limited edition weekly poster series available only during theatrical run
Behind-the-scenes book featuring perspectives from cast, crew, and director Jordan Peele"
Outcome
This campaign demonstrates how mystery-driven marketing drives both critical acclaim and commercial performance for high-concept original films. The phased strategy protects the film's core mystery while building anticipation across multiple audience segments. Strategic brand partnerships (FunkoPop for collectible market reach, Polaroid for thematic alignment with the film's photography/documentation themes) extend engagement beyond theatrical windows and create multiple revenue touchpoints. The approach balances Universal Pictures' box office objectives with protecting Jordan Peele's distinctive artistic vision, showing that thoughtful marketing amplifies a film's strengths rather than diluting them for mass appeal.