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

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...