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  1. Production & Strategy
  2. Experiential Marketing, Activations & Sponsorships

Inside Netflix's Huge Experiential Marketing Campaign for 'Squid Game'

To promote the second season of the widely popular series, the streaming service hosted events around the world.

Michele Laufik
January 9, 2025

On Dec. 1, Netflix organized a giant 'Red Light, Green Light' game on the Champs-Élysées in Paris with 456 randomly selected participants dressed in the show's signature green tracksuits.On Dec. 1, Netflix organized a giant "Red Light, Green Light" game on the Champs-Élysées in Paris with 456 randomly selected participants dressed in the show's signature green tracksuits.Photo: Courtesy of NetflixIt’s been more than three years since the first season of Netflix’s Squid Game debuted and turned into a worldwide craze. (The Korean drama series is still the platform's most-watched show ever.)

With the launch of the second season on Dec. 26, the streaming service pulled out all the stops, hosting an extensive global marketing campaign aimed at reigniting interest in the show. 

And it seems to have worked. The seven-episode second season generated 68 million views in its first three days. 

That success can be, in part, credited to Netflix’s wide-ranging experiential activations in more than 25 countries across six continents, including the season two world premiere at Seoul’s Dongdaemun Design Plaza, which had about 1,000 guests in attendance and more than 300,000 watching via livestream. 

"Over the course of the series release and leading up to the new record-breaking season two, many fans wondered how they would fare in the series’ exhilarating universe and high stakes, so we created opportunities, lifestyle products, games, and experiences for fans to directly engage and immerse themselves in the world of Squid Game," said a Netflix spokesperson.

Another element of the campaign, Squid Game: The Experience in NYC allows fans to enter the world of the series and participate in the games they’ve seen on screen, including the iconic "Red Light, Green Light" under robotic doll Young-hee’s watchful eye. While some of the games are inspired by the series, others are brand new. Competing in groups of up to 24, players accumulate points in a series of escalating challenges until a winner is declared. 

Once the games conclude, players can then unwind at the on-site Night Market, sampling an array of Korean and international foods and beverages. They can also check out the merchandise store, Squid Mart, which features exclusive collectibles, toys, apparel, games, and photo opportunities. 

To promote the same experience in Sydney, a convoy of 300 pink Squid Game guards escorted a towering Young-hee to her new home at Luna Park. The giant doll also oversaw a handful of fans competing in a game of "Red Light, Green Light" at the Bondi Icebergs pool (which had been emptied) on Dec. 19. Over 60 pink guards stood along the perimeter, as notable Aussies tried their luck in the game.

Keep scrolling to see more from Netflix’s Squid Game season two campaign... 

Squid Game: The Experience in NYC allows fans to enter the world of the series and participate in the games they’ve seen on screen, including 'Red Light, Green Light' under Young-hee’s watchful eye.
Squid Game: The Experience in NYC allows fans to enter the world of the series and participate in the games they’ve seen on screen, including "Red Light, Green Light" under Young-hee’s watchful eye.
Photo: Joe Scarnici/Getty Images for Netflix
Competing in groups of up to 24, players accumulate points in a series of escalating challenges until a winner is declared.
Competing in groups of up to 24, players accumulate points in a series of escalating challenges until a winner is declared.
Photo: Joe Scarnici/Getty Images for Netflix
On Dec. 12, Netflix hosted a Squid Game-ified 5K run—4.56 kilometers, to be exact, in honor of the number of players on the show—in Los Angeles where more than 1,700 fans competed for a seat at an advance screening of the season two premiere.
On Dec. 12, Netflix hosted a Squid Game-ified 5K run—4.56 kilometers, to be exact, in honor of the number of players on the show—in Los Angeles where more than 1,700 fans competed for a seat at an advance screening of the season two premiere.
Photo: Courtesy of Netflix
Participants were given a complimentary tracksuit to wear.
Participants were given a complimentary tracksuit to wear.
Photo: Courtesy of Netflix
On Dec. 1, Netflix organized a giant 'Red Light, Green Light' game on the Champs-Élysées in Paris with 456 randomly selected participants dressed in the show's signature green tracksuits.
On Dec. 1, Netflix organized a giant "Red Light, Green Light" game on the Champs-Élysées in Paris with 456 randomly selected participants dressed in the show's signature green tracksuits.
Photo: Courtesy of Netflix
On Dec. 9, Netflix hosted the world premiere, turning Seoul’s Dongdaemun Design Plaza pink.
On Dec. 9, Netflix hosted the world premiere, turning Seoul’s Dongdaemun Design Plaza pink.
Photo: Courtesy of Netflix
There was also an experience zone for the 1,000 fans in attendance.
There was also an experience zone for the 1,000 fans in attendance.
Photo: Courtesy of Netflix
In early December, more than 4,000 fans experienced the Squid Game Maze in The Netherlands. The interactive maze was made up of tasks designed to test guests' capabilities to become a pink guard. The 20 corridors and rooms included a dormitory, playground, and cave inspired by the series. Recruits were challenged to reach the end of the maze as quickly as possible while also getting a taste of what it's like to be in the world of Squid Game.
In early December, more than 4,000 fans experienced the Squid Game Maze in The Netherlands. The interactive maze was made up of tasks designed to test guests' capabilities to become a pink guard. The 20 corridors and rooms included a dormitory, playground, and cave inspired by the series. Recruits were challenged to reach the end of the maze as quickly as possible while also getting a taste of what it's like to be in the world of Squid Game.
Photo: Rachel Ecclestone/Netflix
On Dec. 18 at London's Drumsheds, Squid Game: The Rave took place. The live music event celebrated the launch of season two with Korean artists Mogwaa, Yu Su, and headliner Peggy Gou. In addition to the performances, the 5,000 fans in attendance enjoyed a Korean night market with a selection of Korean food vendors.
On Dec. 18 at London's Drumsheds, Squid Game: The Rave took place. The live music event celebrated the launch of season two with Korean artists Mogwaa, Yu Su, and headliner Peggy Gou. In addition to the performances, the 5,000 fans in attendance enjoyed a Korean night market with a selection of Korean food vendors.
Photo: Jake Davis/Netflix
Johnnie Walker unveiled a limited-edition bottle design of Black Label with numbers ranging from 001 to 456—the number of players featured in the series. The bottle’s label features a custom fabric pattern varnish to simulate the texture of the show’s famous green tracksuit, and the iconic Johnnie Walker Striding Man logo dons the distinctive tracksuit.
Johnnie Walker unveiled a limited-edition bottle design of Black Label with numbers ranging from 001 to 456—the number of players featured in the series. The bottle’s label features a custom fabric pattern varnish to simulate the texture of the show’s famous green tracksuit, and the iconic Johnnie Walker Striding Man logo dons the distinctive tracksuit.
Photo: Courtesy of Johnnie Walker
In October, the brand kicked off its partnership with a massive Times Square takeover. The experience began with the Recruiter, flanked by Pink Guards, engaging fans. Then, dozens of Squid Game players participated in a challenge in a giant sand pit. Adult fans were invited to join Johnnie Walker at various happy hours around the city where they could enjoy show-inspired cocktails.
In October, the brand kicked off its partnership with a massive Times Square takeover. The experience began with the Recruiter, flanked by Pink Guards, engaging fans. Then, dozens of Squid Game players participated in a challenge in a giant sand pit. Adult fans were invited to join Johnnie Walker at various happy hours around the city where they could enjoy show-inspired cocktails.
Photo: Courtesy of Johnnie Walker
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