With Squid Game: Season 2, Netflix took promotion to the next level by expanding the series’ universe through multiple touchpoints with its audiences. From local events to strategic collaborations, every initiative were designed to deepen engagement and bring the show’s world to life.
Immersive experiences
Escape games in cities like New York, Madrid, and Sydney let fans relive challenges from the show like “Red Light, Green Light.”
Digital expansion
Netflix added a battle royale mobile game inspired by the series to its catalog and even launched a podcast on Spotify.
Creative partnerships
Brands like Domino’s in the US, McDonald’s in Australia, Just Eat in UK, Duolingo, and WhatsApp leveraged the phenomenon as well, rolling out unique products and campaigns for the occasion.
With over 126 million views of the second season in record time, Netflix demonstrates the power of engaging audiences with tangible experiences and immersive stories to extend the experience far beyond the screen.
