Quick Summary
- Global engagement: Netflix’s “Squid Game 2” marketing campaign turns fans into players with immersive events, cryptic puzzles, and brilliant brand partnerships.
- Record-breaking buzz: 68 million viewers pressed play within three days, cementing the sequel as one of Netflix’s sharpest premieres.
- Next-level collaborations: Tie-ins with brands like Duolingo, Puma, and Just Eat extended the show’s reach into lifestyle, gaming, and dining.
Even before Netflix’s “Squid Game 2” debuted on December 26, 2024, it was a full-scale cultural event. The campaign builds on the runaway success of Season 1 and redefines immersive marketing with life-sized fan experiences, cryptic brand collaborations, and viral teaser trailers.
Every move has captured audience attention and amplified global anticipation.
Teasers generated millions of views, and creative collaborations bring the show’s iconic themes to life. The result is a record-breaking 68 million viewers in four days and a campaign that proved that Netflix knows how to win the marketing game.
Official Netflix trailer.
Background
Netflix knows a thing or two about addictive storytelling and high-impact campaigns. Season 1 of the Korean series “Squid Game” smashed records, racking up over 330 million views to become the platform’s most-watched series and redefine global pop culture.
The premise of “Squid Game” is deceptively simple yet harrowingly complex: 456 financially desperate participants are lured into a high-stakes competition with the promise of winning a life-changing cash prize of 45.6 billion won.
The games they play are based on innocent childhood activities like “Red Light, Green Light” or tug-of-war—but with a twist: There are deadly consequences for those who fail.
“Squid Game 2” debuted on December 26, 2024, and detonated like a ticking time bomb. Netflix turned fans into players with a campaign so immersive it felt like the games themselves.
From iconic sets reimagined in real life to killer partnerships with global brands, this was marketing as its own high-stakes arena.
Campaign Overview
Netflix leveled up the marketing game for “Squid Game 2,” crafting a global spectacle that is turning passive fans into active players. From life-sized recreations of the series’ iconic games to gamified brand partnerships, this campaign is a masterstroke of immersive marketing.
In cities like Seoul, Paris, and Los Angeles, fans are lining up for hours to test their survival skills in “Red Light, Green Light” or tackle the infamous Honeycomb Challenge.
Social media platforms have exploded with teaser trailers, viral fan reactions, and cryptic puzzles that have been keeping audiences hooked since before the first episode even dropped.
And Netflix isn’t playing solo. Collabs with brands like Just Eat, Duolingo, and Johnnie Walker are adding flavor and suspense, from special edition products to gamified ads and Korean language billboard challenges that are straight out of the show’s playbook.
Korean or Get Eaten: Duolingo x Squid Game 2.
Key Success Factors
Creative brand partnerships
Who would have thought language learning, footwear, and ramen could align with a survival thriller? Yet, these partnerships tapped into key aspects of the show—its visuals, cultural roots, and suspenseful energy—to deliver fresh new ways to connect with the franchise.
Just Eat’s Elimination Burger.
Immersive fan zones
Netflix created life-sized recreations of iconic sets and games from the series, such as “Red Light, Green Light” and the ominous Honeycomb Challenge. These installations have popped up in major cities worldwide, including Seoul, Paris, Italy, and Los Angeles.
These fan zones are tailor-made for shareable Instagram moments.
Social media dominance
Netflix flooded platforms like TikTok, Instagram, and Twitter with fan reactions from live events and branded content. User-generated content, particularly from the fan zones, drove millions of organic impressions.
Teaser trailers and posters
Netflix released a number of teasers, including one inspired by track-and-field competitions in which runners were “eliminated.” The teasers built anticipation by showcasing returning characters and new challenges.
One trailer racked up over 400,000 YouTube views in just seven hours.
Experiential marketing
Squid Game: The Experience, now running in New York.
“Squid Game: The Experience” offers fans the opportunity to participate in challenges from the series, creating buzz and deepening engagement through immersive, gamified events.
In-app video game
Netflix released the multiplayer online game Squid Game 2: Unleashed on December 17, 2024, just before the series debut. The game is free to play without a subscription and includes a watch-along feature where viewing a new episode unlocks in-game rewards.
Innovative Elements
Creative partnership with bibiligo.
Unique brand partnerships
While brand collabs are nothing new in advertising, Netflix put its own unique spin on the concept by seamlessly integrating the essence of “Squid Game” into each partnership, creating experiences that felt authentic, immersive, and directly tied to the series’ themes.
This approach elevated traditional partnerships into cultural events, proving that a well-executed collaboration can immerse, connect, and captivate.
Interactive out-of-home advertising
In series promos, bibiligo, a major Korean food brand, challenged fans to solve puzzles involving missing digits of a phone number displayed on billboards, engaging audiences in a real-world game reminiscent of the series’ intrigue.
Localized marketing
Whether it’s McDonald’s flipping custom meals in Australia or Netflix rolling out region-specific promos, the campaign taps into local markets with laser precision.
The campaign also leverages the global fascination with Korean culture. For example, Netflix collaborated with Knorr to offer limited-edition Korean ramen packs. The tie-ins celebrate the series’ Korean roots while connecting with global audiences in meaningful ways.
Gamified digital experiences
@justeatuk Hungry for Squid Game 2? Order on Just Eat to play EliminATE for the chance to win £/€ 10k. 🔴🟢 The next game is served @Netflix @Squid Game Netflix UK & Ireland residents. 18+ only. Open 26/12/2024-31/01/2025. The prize will be awarded in the local currency of the residents’ market. Visit play-eliminate.com to enter. Full T&Cs at play-eliminate.com/competition-rules. #SquidGame2 #DidSomebodySayJust
The Next Game Is Served: Just Eat x Netflix Squid Game 2.
Just Eat’s ElimATE campaign includes a gamified experience that connects the brand with the series, using facial detection and motion tracking technology to engage users interactively.
The ads end with an invitation to play. The game is available in localized markets for the entire month of January 2025.
Impact and Results
While specific metrics are forthcoming post-release, the campaign has already generated significant buzz:
Global viewership
“Squid Game 2″ pulled off a blockbuster debut of a record-breaking 68 million views (paywall) in the first four days, topping Netflix charts in 92 countries.
Social media engagement
Teaser trailers and brand collaborations have garnered millions of views and interactions across platforms.
Videos are popping up all over the internet, including game tutorials, fan recreations of iconic scenes, and imaginative interpretations of the show’s challenges.
Partner brand visibility
Duolingo experienced a 40% increase in Korean learners following Squid Game Season 1.
Partner brands have enjoyed sky-high levels of exposure attributed to the “Squid Game” collaborations, reflecting the campaign’s effectiveness in driving consumer interest.
Cultural impact
The campaign celebrated Korean culture on a global stage. With local tie-ins like McDonald’s Australia’s themed meals and Knorr’s Korean ramen packs in India, the campaign tapped into a universal fascination, fostering deeper connections with audiences worldwide.
Marketer Takeaways
- Design fan-first experiences. Turn your campaign into an event people can participate in, not just watch.
- Forge smart partnerships. Align your brand with others that enhance your story and broaden your reach.
- Blend tech with storytelling. Use gamified tools and puzzles to engage audiences in unique ways.
- Go global, stay local. Tailor elements of your campaign to different regions for maximum impact.
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