Novocaine - Influencer Marketing

When you're promoting a film as over-the-top as Novocaine, the content has to match the chaos. MKM partnered with Paramount Pictures to bring the outrageous energy of the film to life through a two-phase influencer campaign that combined unforgettable creator content with immersive gift experiences.

To promote both the Premium Digital release and later Paramount+ streaming launch, we curated a custom mailer that leaned into the film’s pain-proof premise—delivering a jolt of high-energy fun and visual flair: Novocaine-branded energy drinks, mini first aid kits & cold packs, money bundle stress toys, shot glasses & mini hot sauce bottles and “barf bags” for the chaos ahead.

To go beyond gifting, we tapped a group of bold, niche creators to develop custom content inspired by the film’s wild tone and plot. These pieces helped Novocaine stand out across feeds and platforms in fun, unexpected ways:

• A chef baking the perfect cherry pie (a key symbol in the movie)… while getting hilariously “beat up”

• A stunt duo on a chaotic parkour mission dodging imaginary bank robbers

• An engineer building one of the film’s ridiculous pain-free “weapons”

• An animator creatively explaining the film’s central concept in a hilarious breakdown

CLIENT: PARAMOUNT PICTURES / PARAMOUNT+