Drop - Publicity & Influencer Marketing

To promote the Digital release of DROP from Universal Pictures — a mind-bending thriller about a first date turned deadly — MKM crafted an immersive mystery mailer that brought the film’s twisted world directly into fans’ homes.

The Campaign Concept

We partnered with puzzle designers Wild Optimists to create a custom mystery puzzle box, designed to put recipients in the shoes of a poison expert tasked with solving the case. Through a series of interactive clues and brainteasers, influencers were pulled into the film’s storyworld. Those who cracked the case unlocked a Digital movie code and a DoorDash gift card for a perfectly on-theme dinner-and-a-movie night at home.

Influencer Activation

We handpicked 20 influencers and press outlets across horror, film, and pop culture verticals to receive the mystery boxes — prompting a flood of organic unboxings, puzzle-solving content, and excited reactions online.

Results:

• 10.2M+ potential reach via influencer and press followers

• Dozens of unique content pieces across Instagram, TikTok, and YouTube

• High engagement from horror-loving and story-driven audiences

Media + Editorial Highlights

Beyond social, DROP’s publicity campaign saw wide media traction:

• 123+ editorial mentions

• 3.6B total online UMVs

• 24.7M+ additional potential reach from social posts

MKM also secured timed exclusive clip placements with top-tier genre and entertainment outlets including ScreenRant, Bloody Disgusting, ComingSoon, and iHorror, maximizing online buzz ahead of the Digital Release.

CLIENT: UNIVERSAL PICTURES HOME ENTERTAINMENT