A series of increasingly obsessive billboards in New York and LA are causing a stir ahead of the release of the upcoming horror film, Obsession. The campaign uses traditional advertising methods to engage potential audiences but has raised concerns among some passersby.

The initial posters were innocuous, with messages like “I love you so so much! Text me?” signed by the mysterious Nicki. However, as days passed, the tone shifted dramatically. Graffiti appeared on nearby walls asking desperate questions such as ‘Are you ignoring me?’ and ‘You know I would do anything for you, right?’. When brave souls texted the number, they received terrifying messages from Nicki, including one that read: “I want to wear you like a sweater and keep you around with me all the time”.

Despite the creepy content, fans were thrilled. One enthused on X, ‘The promo for the horror movie Obsession has been insane & I LOVE IT’. Another added, ‘These messages and voicemails are getting pretty scary!’ but conceded, 'Deeply regret letting this b**ch from the Obsession movie text me.'

The campaign seems to be a mix of traditional billboard ads with guerrilla marketing elements. It sets an unprecedented standard for film branding, leaving viewers questioning how far interactive campaigns can go before they cross into unsettling territory.