A series of strange posters has popped up across New York and LA, bearing a wholesome declaration of love and an unknown number to text. As the days passed, the billboards grew more intense, turning the tone from endearing to obsessive, and for those brave enough to text the mystery admirer, a concerning surprise was lurking.
But no, this wasn't the work of some bizarre stranger on a love quest; it turns out the stunt was an interactive campaign for the upcoming horror movie, Obsession. Making expert use of traditional billboard ads and guerrilla marketing, the creative campaign sets a new gold standard for film branding.
Billboards spotted in NYC & LA asking people to 'text me' grows more obsessive each day⚠️ Text at your own risk 📱'Obsession' is in theaters May 15 pic.twitter.com/846N828S7UMay 6, 2026
At first, the billboard seemed pretty innocuous, with a sweet message reading "I love you so so much! Text me?" Signed off by the mysterious Nicki (Obsessions' creepy antagonist), the billboards soon became concerning when intense 'graffiti' began appearing with desperate questions like "are you ignoring me" and "you know I would do anything for you right?"
But of course, that didn't deter some brave souls from texting the unknown number, only to likely regret their decision when they were met with a bombardment of messages from Nicki. With texts like "I want to wear you like a sweater and keep you around with me all the time", and voicenotes of maniacal laughter, the immersive campaign was surprisingly terrifying, much to the delight of fans.
"The promo for the horror movie ‘Obsession’ coming out has been insane & I LOVE IT," one fan on X praised. "These messages and voicemails are getting pretty scary!" another added, while one fan added, "Deeply regret letting this b**ch from the Obsession movie text me."
For more creative inspiration, check out the best horror film posters or take a look at how The Backrooms' director used Blender to build a 30k-square-foot set.
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