Innovation and Creativity That Conquered the World
Netflix has not only positioned Squid Game as its most-watched series of all time, but it has also turned content marketing into a true revolution. The arrival of the second season has solidified the series as one of the most successful global marketing campaigns since Money Heist. What makes this production unique is not only its impactful storyline but also the highly original and surprising promotional strategies that have kept the world talking about it.
What’s fascinating is that, simultaneously, many brands have joined this phenomenon to create advertising campaigns that not only trend but also seek authentic connections with the show’s fans. These collaborations have been a key part of Squid Game’s viral success, bringing a fresh and current marketing experience. Here are 15 standout examples of how Netflix and its partners have propelled the series to global success.
1. Green Light, Red Light in the Streets of Paris
In the iconic Trocadéro square, right in front of the Eiffel Tower, Netflix set up a gigantic animatronic mask of the Green Light, Red Light doll. Passersby could participate in a real-life version of the famous game, with the figure turning its head while participants advanced only when its back was turned. The event not only attracted hundreds of people but quickly went viral on social media, achieving impressive international media coverage.
2. Seoul’s Subway Station Transformed into a Scene from the Series
In one of Seoul’s busiest subway stations, Netflix recreated a breathtaking ambiance featuring masked guards and iconic geometric figures from the series. Fans worldwide not only experienced the event but also shared the moment on social media, creating a wave of interaction and visibility for the show.
3. Johnnie Walker Collaboration in Manila
In Manila, Johnnie Walker took the collaboration with Squid Game to another level with an interactive giant “Spin the Bottle” event. Attendees spun a bottle to win prizes related to the series and the brand. This event created significant buzz and stood out as one of the region’s most original campaigns, boosting social media engagement.
4. Immersive Events
From São Paulo to Los Angeles and London, Netflix organized interactive events in shopping centers where fans of the series could experience games like the dalgona, the famous Korean candy. In Madrid, a more complete experience was held, featuring a real competition of five games based on the series.
5. TikTok Collaboration for Viral Challenges
Netflix leveraged TikTok’s power with the hashtag #SquidGameChallenge, inviting users to replicate games from the series, such as the dalgona. The result: millions of videos and participations that amplified the series’ visibility and organically connected with younger audiences.
6. A Digital Experience in Roblox
To stay ahead in the digital world, Netflix created an immersive experience in Roblox, an online gaming platform. Players could face challenges from Squid Game, such as the marble game and tug of war, keeping the series relevant on platforms popular among young audiences.
7. Collaboration with Call of Duty: Black Ops and Warzone
The series made its way into video games with an exclusive collaboration with Call of Duty: Black Ops and Warzone. Players could unlock skins, themed game modes, and special rewards inspired by the series’ characters and settings.
8. Projections, Light Shows, and Cities as Stages
From the Burj Khalifa in Dubai to Europe’s most iconic squares, Netflix organized light shows that recreated key scenes and symbols from the series. In cities like Vigo and Ronda, Young-Hee’s figure became an icon, allowing passersby to participate in interactive games throughout the day.
9. The Squid Game Boat Tours Various Cities
A themed Squid Game boat sailed through different cities, offering interactive games and unique experiences. Visitors could participate in activities, take photos, and immerse themselves in the thematic atmosphere, making this traveling event one of the best global marketing strategies for the series.
10. Domino’s Rescues Contestants with Emergency Pizzas
In a brilliant move, Domino’s launched a campaign delivering “emergency pizzas” to eliminated contestants in a recreation of the games. A touch of humor amidst the series’ tension that perfectly connected with the audience.
11. Puma Launches a Series-Inspired Collaboration
Puma joined the phenomenon with an exclusive line of sneakers inspired by Squid Game. With designs evoking the series’ uniforms and colors, this collaboration captivated both fans and fashion followers.
12. Duolingo Promotes Korean Language Learning
Taking advantage of the series’ popularity, Duolingo promoted its Korean language course with creative messages and a focus on South Korean culture, inspiring millions to learn the language behind Squid Game.
13. Korean Menus at KFC, McDonald’s Australia, and Just Eat
Just Eat leveraged the phenomenon by offering menus inspired by contestants’ final meals, including personalized messages and exclusive merchandise, turning each order into a unique experience. Additionally, both KFC and McDonald’s created special menus directly tied to the series’ most iconic elements. These campaigns thrilled fans with a unique cultural touch.
14. Samsung and Technological Challenges
Samsung joined the phenomenon, highlighting how its devices, like smartphones and wearables, would be essential to overcoming Squid Game’s challenges. The campaign, with a futuristic focus, included ads and interactive events where attendees could experience series-inspired trials using Samsung technology.
Spoiler Alert! Skip the last point if you don’t want spoilers for the second season. Jump straight to the conclusion.
15. Pepsi Teases Coca-Cola with “Never Trust 001”
In one of the most clever and amusing campaigns, Pepsi leveraged the Squid Game phenomenon to launch an ad mocking its eternal rival, Coca-Cola. The ad, titled “Never Trust 001,” references the “Old Man” character from the series, who turns out to be a traitor. In the spot, Pepsi plays with the idea that you should never trust something (or someone) as “sweet” and familiar as Coca-Cola, in a clear nod to the series’ unexpected plot twists. This touch of humor and direct competition was well-received, demonstrating how brands can leverage cultural contexts to create memorable campaigns and connect with consumers ingeniously.
Conclusion
The success of Squid Game lies not only in its captivating story but in how Netflix has taken content marketing to an entirely new level. From physical events to innovative digital collaborations, these strategies have created an immersive experience that keeps the series in the spotlight. And with the second season now available, we can only ask: Have you seen it yet? In 2025, the story will come to an end with the third and final season, and we’re excited to see what new marketing surprises it will bring.
Which of these marketing strategies surprised you the most? Do you think any of these ideas could be applied to other industries or projects?
