Netflix’s Squid Game Experiential Marketing Campaign: A Closer Look

Netflix’s Squid Game has taken the world by storm, becoming the platform’s most-watched show ever. With the recent release of its second season, Netflix pulled out all the stops to promote the series. The global marketing campaign included immersive experiences in over 25 countries, captivating fans worldwide.

One highlight of the campaign was the “Squid Game: The Experience” in NYC, where fans could step into the world of the show and participate in the intense games seen on screen. From the iconic “Red Light, Green Light” to exciting new challenges, players competed in groups of up to 24 to accumulate points and win the game. After the games, attendees could unwind at the Night Market, sampling Korean and international cuisines and checking out exclusive merchandise at Squid Mart.

In Sydney, a convoy of pink Squid Game guards escorted a towering Young-hee to Luna Park, where fans competed in a game of “Red Light, Green Light” at the Bondi Icebergs pool. With over 60 guards standing by, notable Australians tried their luck in this thrilling event.

Other notable activations included a Squid Game-ified 5K run in Los Angeles and a massive “Red Light, Green Light” game on the Champs-Élysées in Paris. These events engaged fans in interactive ways, bringing the intense world of Squid Game to life.

With the success of the second season generating 68 million views in the first three days, it’s clear that Netflix’s experiential marketing campaign for Squid Game was a hit. Fans around the globe had the opportunity to immerse themselves in the show’s universe, creating unforgettable experiences that amplified the excitement surrounding the series.