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 needed to create intrigue without giving away the story — honoring Peele’s tone of mystery while sparking curiosity among global audiences.
Objective
Develop an integrated marketing campaign for Jordan Peele’s “NOPE” that builds anticipation and conversation for the film through suspense, abstraction, and cultural insight.
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 leverages intrigue over exposition to market a high-concept film, building sustained anticipation through a phased strategy that mirrors the film's mysterious tone. Strategic brand partnerships extend the narrative beyond traditional advertising, while limited-edition collectible content rewards fan engagement and creates value beyond opening weekend. The approach demonstrates how thoughtful marketing can amplify a film's core themes rather than dilute them—balancing Universal Pictures' commercial objectives with Jordan Peele's distinctive artistic vision.