Obsession Launches Interactive Horror Campaign With Real-World “Nikki” Billboards

“Text Nikki before it’s too late” billboards are appearing across Los Angeles and New York for Obsession.

‘Obsession’ Launches Creepy Viral Campaign With Real-World Billboards and “Nikki” Text Line

Horror marketing keeps getting more interactive, and Obsession is fully leaning into that trend with a new viral campaign that blurs the line between promotion and participation.

Ahead of the film’s May 15, 2026 theatrical release through Focus Features, a series of in-world billboards featuring messages from the film’s mysterious character “Nikki” have appeared across Los Angeles and New York City. But unlike standard horror marketing, these aren’t just teasers meant to be looked at. They’re designed to pull audiences directly into the film’s unsettling world.

And yes, there’s an actual phone number attached.

Fans are being encouraged to text Nikki at 724-876-4554, where opting in triggers direct messages and audio voice memos from the character herself. The campaign plays directly into the film’s core themes of obsession, attachment, and emotional manipulation, slowly escalating Nikki’s behavior as users engage further.

The billboards themselves feature increasingly frantic messages questioning why people haven’t texted her yet, creating the impression of a character becoming more emotionally unstable the longer she’s ignored.

Honestly, it’s a smart setup.

The campaign taps into the same type of parasocial discomfort modern horror thrives on, using texting and voice messages to make audiences feel like they’re participating in something personal rather than simply watching marketing unfold from a distance.

And naturally, we had to test it ourselves.

After opting in, Nikki immediately sends over contact information along with an eerie audio message that feels intentionally intimate and slightly off in all the right ways. It’s playful at first, but there’s a clear implication that continuing the interaction may not end well. Which, considering the title of the film, feels entirely intentional.

The billboards can currently be found at:

• Fairfax Ave. & Blackburn Ave. in Los Angeles

• 1652 Broadway & W. 51st St. in New York City

  
  

The film itself is written and directed by Curry Barker and produced by a team that includes Jason Blum through Blumhouse Productions.

Obsession stars Michael Johnston, Inde Navarrette, Cooper Tomlinson, Megan Lawless, and Andy Richter.

The story follows a hopeless romantic who breaks the mysterious “One Wish Willow” in an attempt to win over his crush, only to discover that getting exactly what he wanted comes with increasingly sinister consequences.

That premise alone already sits in a strong lane of modern supernatural horror, but the marketing campaign adds another layer by essentially letting audiences experience Nikki’s obsession firsthand before the movie even releases.

And in an era where horror marketing often struggles to stand out, that level of interactivity goes a long way.

So the real question becomes simple: are you willing to text Nikki back?