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Netflix Asks Fans Are You Ready To Play Ahead of Squid Game' Season 2
Business
16 December 2024
Global
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Netflix Partners With Burger King, Domino's, Google, Xbox and More for the Return of Squid Game
New Squid Game-Inspired KAWS YOUNG-HEE Collectables, Puma Track Suit Collection, Crocs Footwear and VandyThePink Custom Apparel Now Available!
Squid Game: The Experience Is Now Open in New York City, Sydney, Australia and Coming to Seoul, South Korea in 2025!
Are you ready to play? To celebrate the highly anticipated return of Squid Game, Netflix has entered the game with brand partners including Domino's, Doritos Dinamita, Duolingo, Johnnie Walker, WhatsApp, Xbox, and more on experiences, fan competitions and custom ad campaigns.
Our goal is to build partnerships that bring even more member joy in fun, surprising, and delightful ways, said Magno Herran, Vice President of Brand and Partner Marketing. We offer the ability to become a part of the story alongside our incredibly engaged fandoms, and now, with the addition of our ad-supported plan, expansion with experiences and live events, and fast-growing consumer product offerings, brands can engage with Netflix in so many ways, all in one place.
New Partnerships (in alphabetical order):
Bibigo (Global)
Netflix partners with bibigo, the leading global brand of CJ CheilJedang, Koreas No. 1 food company, to offer fans worldwide an immersive cultural experience. By integrating gameplay with their brand platform, we invite fans to Play Hard & Live Delicious through custom creative content delivered across various channels, worldwide.
Burger King (France)
Starting December 17, consumers in France can order from Squid Game menus with recipes that pay tribute to Korean food and flavours: notably the bulgogi steakhouse sandwich and Korean fried chicken. The purchase of a meal also comes with a prize - fans will win one of the exclusive Squid Game x Burger King merchandise at random - a sweater, a beanie hat or a pair of socks. Burger King is the single title sponsor of Seasons 1 and 2 on Netflixs ad-supported plan in France, and there will also be paid media and social promotion.
Call of Duty (Global)
Squid Game is coming to Call of Duty: Black Ops 6 with limited-time modes in Multiplayer, zombies, and Call of Duty: Warzone in-season. More information coming soon, as the in-game integration goes live in January 2025. Call of Duty will also run the campaign throughout Netflix's Christmas Day games.
Carl's Jr (Mexico)
Carl's Jr. partners with Squid Game to eliminate your hunger with two new products: a Young-Hee Burger and Chicken sandwich and a four-burger package for 456 Mexican pesos. The program embraces a 360 Netflix campaign across marketing, consumer products and Netflix's ad-supported plan.
Cruz Azul (Mexico)
For a special match on November 30th, the passionate first-division soccer team Cruz Azul players wore the iconic Squid Game numbers on their jerseys instead of their usual uniform numbers, displayed within the series' classic green box. The players went out onto the field surrounded by the Pink Guards.
Domino's (US)
An Emergency Pizza can save the day - even in the high-stakes realm of Squid Game. On Dec. 12 at Squid Game: The Experience, Domino's gave away free Emergency Pizza for a year to players with the lowest scores - just when they needed it most. The partnership also features custom creative across channels and Domino's is also the Title Sponsor for Squid Game Season 2 on Netflix's ad-supported plan.
DORITOS DINAMITA (US)
Just like Squid Game, the Dinamita game is all about choice: between the known and the temptation for more. Netflix married Dinamita's Go Ahead and Try Us (TM) mindset across different flavors and heat levels of Dinamita with Squid Game. Netflix and Dinamita also developed custom assets and teaser videos featuring Pink Guards holding Dinamita bags that entice fans to choose wisely' which will live across social, media and on Netflix's ad-supported plan. With the goal of driving buzz around the partnership, Dinamita will launch additional social content inspired by the series, inviting fans to enjoy and play the game themselves.
Dos XX (M xico)
Squid Game and Dos XX joined forces on an impactful partnership with a massive media campaign to build excitement around the release of Squid Game Season 2. Dos Equis also launched a limited edition of two 355ml themed cans inspired by the global phenomenon. Available in Mexico while supplies last.
Duolingo (US)
Duolingo partners with Netflix for the first time, diving into the menacing world of Squid Game with everyone's favorite owl, Duo. Donned as a Pink Guard, Duo is featured throughout the campaign asking fans to Learn Korean or Else.
Netflix's music lab team created a K-pop remix of the ominous song, Pink Guards, now available on Spotify. The track, Korean or Get Eaten, uses a naming convention Duolingo employs for its music tracks to playfully threaten learners to do their lessons (e.g. Japanese or Broken Knees, Spanish or Vanish, French or the Trench ).
An exclusive TikTok filter, inspired by the show's Red Light, Green Light game, lets users test their Korean skills with voice-activated challenges featuring Duo as Squid Game's menacing doll in the iconic pink suit.
Duolingo and Netflix are also taking over Koreatown billboards in LA, and NYC, with cryptic Korean messages challenging viewers to learn Korean to stay safe. In an unforgettable live stunt, Duo and his Pink Guards hacked Netflix's iconic Sunset Boulevard marquee billboard on December 11, replacing the English words with Korean, in their menacing attempt to influence fans to learn the language.
Google (Global)
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