3 surprising insights from NEON’s marketing campaigns

Indie film powerhouse NEON has been absolutely smashing it with their marketing lately. Whether it’s crafting cryptic puzzles or sharing surprising, offbeat content, they’re nailing the art of standing out and making their films impossible to ignore.
Now, before you say, “But I don’t distribute films!”—hear us out. NEON’s recent campaigns aren’t just about building buzz; they’re about creating intrigue and fostering genuine community engagement. And that’s a goldmine of inspiration for anyone looking to promote, well, pretty much anything.
So, let’s break it down. Here are some standout examples of NEON’s campaign creativity and the big takeaways you can apply to your own strategies.
1. Build with creativity & imagination: ‘Longlegs’
NEON’s campaign for Longlegs is arguably one of the best examples of creating a buzz by tapping into the audience curiosity. Drawing inspiration from The Blair Witch Project’s viral marketing playbook, NEON opted for cryptic puzzles and hidden clues. This interactive approach built a sense of community among fans, who worked together to solve mysteries while speculating about the film’s story. Adding to the intrigue was the release of Maika Monroe’s real heart rate as she first encountered Nicolas Cage’s character—a visceral detail that grounded the film’s intensity in physical reality.
NEON also deployed cryptic billboards featuring nothing but an eerie number for audiences to call. When dialled, the number played a seriously unnerving message, related to the film’s theme. NEON’s marketing head Christian Parkes highlighted the campaign’s staggering reach, stating, “We got more than 1.5 million calls from over 60 countries. From a single board, for a couple of thousand bucks.” (source).
The entire campaign was designed as a “series of breadcrumbs” to turn horror fans into true crime detectives. Starting in early 2024, disturbing images and videos, such as a creepy family photo, a nun in a black habit, and a wall with a cryptic message, were strategically released online. These pieces appeared on different platforms at varying times of the day, with no film title, company logo, or mention of Maika Monroe or Nicolas Cage. This deliberate anonymity created an irresistible puzzle for fans to solve.
NEON’s distribution boss Elissa Federoff explained the marketing was “built with creativity and imagination,” This is the power of inventive marketing done right—it gets people talking, guessing, and fully invested. “We built a movement around this film,” she noted. “When audiences can tell that it will be original and something they haven’t seen before, they’ll rally behind it.” (source)
By encouraging active audience participation and withholding traditional plot reveals, NEON turned Longlegs into more than just a movie—it became an experience to unravel.
Takeaway: Building intrigue and fostering community can really elevate your campaign. Interactive tools like gamified experiences, quizzes, or exclusive content can draw your audience in, encouraging them to engage on a deeper level. Shared experiences or challenges create loyalty and keep your brand top of mind.
2. Reveal the unexpected: ‘The Monkey’
Though the marketing campaign for Stephen King’s The Monkey is just beginning, it’s already making waves with its clever use of a seemingly mundane item: the rating certificate. Typically an internal document, the certificate was shared with audiences as a teaser, prominently showcasing the film’s terrifying classification.
This simple, but totally unexpected move gave fans a sense of insider knowledge, creating a direct line to the film’s unsettling tone. The certificate acted as a promise of the dread to come, immediately sparking excitement and speculation. It highlights NEON’s knack for transforming ordinary elements into extraordinary marketing tools.
Takeaway: Repurposing overlooked assets can give your audience a sense of exclusivity and insight. Sharing behind-the-scenes processes, early prototypes, or internal documents can make your brand feel transparent and approachable, while also building excitement and trust.
3. Invite your audience in: ‘Anora’
NEON’s marketing strategy for Anora is a great example of how to create campaigns that go beyond promotion, aiming to forge meaningful connections with audiences. By collaborating with Kodak and acclaimed filmmakers Sean Baker and Drew Daniels, they launched an analog short film contest inspired by the movie, positioning Anora as more than just a film—it became a catalyst for creativity. It encouraged aspiring filmmakers to engage directly with the brand’s ethos, fostering a sense of inclusivity and shared passion for independent storytelling. (Source)
This approach not only celebrated creativity but also aligned perfectly with NEON’s mission of championing fresh, independent voices in cinema. It reinforced NEON’s identity as a trailblazer in independent film marketing, building trust and loyalty among both creators and viewers.
Key Takeaway: Transform your campaigns into opportunities for connection. When you invite your audience to actively participate—whether by showcasing their creativity, joining a movement, or contributing to a cause—you build a sense of community that leaves a lasting impact. Anchor these efforts to your core mission and values, ensuring they resonate deeply with your audience. Authenticity and engagement will naturally follow, setting your brand apart as one that truly understands and celebrates its community.
Connection through creativity
NEON’s marketing success lies in its ability to craft campaigns as daring and authentic as the films it distributes. By embracing bold visuals, fostering community, and leaning into what makes each film unique, NEON has mastered impactful, memorable marketing. Their campaigns showcase how thinking outside the box can build intrigue and foster deeper audience engagement.
It’s a gentle reminder of the power of creativity. Be bold, experiment, and always find new ways to make your audience part of the story. Because no matter your industry, there’s something to learn from NEON’s willingness to challenge norms and bring audiences closer to the heart of their brand.
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