Squid Game Season 2: Brands Riding the Viral Trend
The much anticipated Season 2 of the epic Netflix show, Squid Game is here. Brands everywhere are competing for the ultimate prize – attention, engagement, and loyalty by tapping into the Squid Game Season 2 trend.
Looking to end the year with a spark of inspiration? Then this blog is for you. Today we’re dissecting Netflix’s marketing strategy that helped create the Squid Game phenomenon. From local and outdoor campaigns to brand partnerships, we are delving into some of the most creative ones to see what marketing lessons to take away from them.
So, let the games begin!
Squid Game Season 2: Netflix’s Captivating Campaigns
Undoubtedly, brand partnerships occupy a major chunk of the marketing strategy for major media successes like the popularity of Squid Game for instance. Because brands take the idea, the promoted show closer to the audience. Same is the case with Netflix’s marketing for Squid Game 2. There are some creative partnerships to discuss but we’ll get there in just a minute.
First, let’s talk about the other campaigns that Netflix launched for digital and offline channels. Because these campaigns show that to truly amplify your reach and target diverse demographics, even digital-first brands like Netflix might find an omnichannel approach fruitful.
The Squid Game Experience
An immersive experience is what it takes to convert even a casual viewer into a fan. Netflix knows this well and hence they created the Squid Game Experience. Launched in strategic locations like New York, Sydney, and Madrid, this experience transforms the show’s chilling games into real-life, interactive experiences where participants can live out the thrill (minus the mortal danger, of course!) of the series’ iconic challenges.
Moreover, to promote the Squid Game Experience in Sydney, Netflix also introduced a ferry carrying 300 guards and the Young-hee doll at Luna Park. This created a significant buzz.
By offering an experience that mirrors the show, Netflix creates a memorable brand interaction that extends beyond passive viewing, fostering a stronger emotional connection with the audience. It gives a tangible version of the virtual world that fans have fallen in love with thus boosting their loyalty.
This campaign highlights the significance of experiential campaigns in amplifying reach and boosting brand loyalty. In other words, it highlights how real-life experiences can turn viewers (or customers) into fans.
Squid Game: Unleashed
Here’s another immersive experience but this one is tailored to the digital realm. Ahead of the worldwide release of Squid Game 2, Netflix released Squid Game: Unleashed a multiplayer royale game. In addition to appealing to the fans of the show, this game also can help evoke the curiosity of gamers who have not yet watched it.
To further enhance the exposure for the show through this game, Netflix also announced that everyone including those without a paid Netflix subscription will be able to play the game for a limited period.
Digital content like games allows fans to experience the thrill of the series in a playful yet competitive format. This campaign highlights the significance of cross-media experiences in marketing.
KIMP Tip: Besides interactive gamified content, digital collectibles and downloadables like stickers are the other popular options for brands looking to cut through the digital clutter.
Outdoor advertising at Oudaan Tower in Antwerp
The Oudaan Tower in Antwerp, Belgium, became a canvas for Squid Game Season 2’s outdoor advertising. Netflix transformed one of the most iconic structures of the city into a beacon for the series. This campaign utilized the tower’s visibility and historical significance to capture the attention of passersby and residents alike.
From the show’s iconic shapes to the lead characters, this tower displayed diverse visuals relevant to the show. This campaign not only promoted the new season but also integrated Squid Game into the city’s cultural landscape, making it a topic of local conversation and a tourist attraction.
We’ve recently seen a surge in the trend of brands taking over local landmarks to grab attention, initiate conversations, and evoke the curiosity of audiences one locality at a time. Like the time when Paris’s Arc de Triomphe turned pink and green in celebration of the Wicked movie.
Bold moves like these are effective in creating a buzz. Which is very much essential in today’s competitive landscape.
The 4.56K run
Held on December 12, 2024, in East Hollywood, this wasn’t your average 5K. It was a 4.56K run (a nod to player 456, Gi-hun), where participants dressed in green tracksuits reminiscent of the show’s contestants.
In addition to the run, there were photo-ops, music, merchandise and more. This holistic event also allowed players to race to win a ticket to an exclusive screening.
On the whole, this campaign format created a memorable experience for fans.
In addition to these campaigns, Netflix also partnered with a long list of brands to target global and local markets while strengthening the brand itself and boosting the momentum for Squid Game Season 2. Let’s now take a look at a few such partnerships.
10 Brand Partnerships for Squid Game Season 2 Marketing
1. Puma
Partnering with Puma, Netflix brought the show’s distinctive fashion into the realm of sportswear and streetwear. Puma’s strategic move here highlights the brand’s commitment to cultural trends and athletic fashion.
The collection features clothes, sneakers, and accessories all infused with Squid Game aesthetics like the show’s signature colors and shapes while also preserving Puma’s signature styles.
To complement the branded merch efforts, Puma Malaysia hosted an in-store challenge to allow users to win Squid Game 2 merch.
This campaign exemplifies the concept of leveraging a blend of marketing strategies like merchandise, in-store promotions, and social media to boost the effectiveness of co-branded campaigns.
2. Crocs
Here again, Crocs tapped into the iconic imagery like dalgona candy and Young-hee doll. The Squid Game Season 2 collection in Crocs includes an assortment of quirky footwear for users of various age groups.
This campaign highlights how brands can tap into niche appeal by creating products for specific target groups, like the Squid Game fans in this case.
Crocs deployed a simple animated post on TikTok to promote this range.
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3. Lucie Kaas
Lucie Kaas, a brand known for its unique range of gifts partnered with Netflix for the promotion of Squid Game 2 and introduced a creative range of merchandise.
These are not your usual jerseys and footwear in the Squid Game theme. Instead, this one features Squid Game-themed Kokeshi dolls which make delightful new additions to any fan’s collection. From masked workers to players and Young-hee dolls, this collection has something for everyone.
Taking this one step ahead and aligning with the holiday theme to stay within context, Lucie Kaas, along with coffee brand Bialette introduced a holiday giveaway where participants can win the Squid Game 2 collection of Kokeshi dolls as well as travel mugs and more.
That’s a brilliant way to combine multiple themes to stay relevant while jumping on a trend.
4. Displate
The collaboration between Squid Game Season 2 and Displate, a company known for its high-quality metal posters, introduces a fresh way for fans to adorn their spaces with art that celebrates the show’s tense and iconic imagery.
To celebrate this partnership, Displate has introduced a limited edition Squid Game 2 range featuring visually intriguing metal posters. The quirky illustrations and vibrant color themes are a unique take on the Squid Game aesthetics.
By partnering with Displate, Netflix taps into the market for high-quality, unique art pieces, appealing to fans who seek more than just conventional merchandise.
Official Squid Game 2 merchandise from Lucie Kaas and Displate demonstrates the need for venturing beyond the comfort zone when leveraging traditional ideas like merchandise in promotions. Instead of the cliched categories like t-shirts, hoodies, and hats, explore unique categories that your target customers will want to purchase.
5. Johnnie Walker
The limited edition Black Label from Johnnie Walker as a part of their partnership with Netflix for Squid Game Season 2 is all about attention to detail. At the surface level, this looks like any on-theme limited edition packaging change. However, it is the creative use of Squid Game 2 imagery in the packaging that makes this campaign unique.
The limited edition features the brand’s slanted label and the Striding Man logo. The twists here are:
- The iconic green color reflective of the green jersey from Squid Game.
- The numbered bottles ranging from 001-456 as a nod to the numbers of the players in the show.
- Finally, the Striding Man wearing the Squid Game jersey.
The campaign here and the unique packaging demonstrate how brands can preserve the brand identities of both brands in a co-branded campaign by accurately adopting the signature imagery of each brand.
6. Domino’s
To celebrate the release of Squid Game 2, Domino’s is bringing back their Emergency Pizza campaign.
They’ve created commercials where “emergency pizza” deliveries save characters from the intense moments of Squid Game’s games. This includes humorous scenarios like a pizza delivery interrupting a tense game of “Red Light, Green Light” or providing sustenance during the dalgona challenge.
From emergency pizza deliveries with online orders to deliveries for players at the Squid Game Experience, this campaign covers multiple touchpoints.
This campaign is all about infusing strong emotional elements in advertising, like humor. Here the humorous depictions in the commercials both entertain and connect with fans. Using humor to connect with an audience can make marketing more effective, humanizing the brand and making it more relatable.
Moreover, Domino’s shows how existing marketing strategies (like “Emergency Pizza” in this case) can be refreshed with new themes to keep them engaging without starting from scratch.
7. Samsung
Samsung’s collaboration with Netflix for the Squid Game 2 promotion proves the significance of exclusive content. In this case, fans with a Galaxy device can watch exclusive clips to get a sneak-peek into Squid Game Season 2 by visiting the Galaxy Store.
Offering content or experiences exclusive to your platform or devices can drive product adoption and increase engagement among fans. This can be a great use of brand partnerships.
Teaming up with market leaders like Samsung can amplify the traction for the show and thus provide more leverage for Netflix. And for Samsung, tapping into fandom and creating exclusive content helps boost brand loyalty by rewarding the ownership of Samsung products.
8. Duolingo
Are you someone who finds Duolingo’s owl mascot, Duo, to be somewhat intimidating? With its constant threats to go back to your lessons and not miss your streak! Quite a character this charming mascot is.
Now look at Duolingo’s commercial here as a part of their collaboration with Netflix for Squi Games 2. It effortlessly builds on the mascot’s signature personality while also accurately preserving the theme of the show.
This campaign depicts the effectiveness of a good brand mascot in various marketing strategies including brand partnerships. And how your brand mascot can carry your brand identity forward irrespective of the channel.
9. WhatsApp
In celebration of Squid Game 2, WhatsApp released a series of commercials featuring clips from the show with an overlay of group chat conversations.
These commercials promote the relevance of group chats among young audiences and in discussions around pop culture. This is a nod to the many movie-focused and show-focused communities like WhatsApp Groups where fans discuss updates about their favorite shows and movies and how these conversations play a crucial role in boosting the popularity of the respective show/movie.
In addition to the commercial for digital channels and a set of billboards for local advertising, WhatsApp also hosted polls and discussions on the official broadcast channel on the platform. These discussions helped boost engagement allowing fans to participate in the conversation while simultaneously evoking the curiosity of those who have not been exposed to the show yet.
10. Call of Duty
Call of Duty has announced an in-game integration as a part of their Netflix partnership for the Squid Game 2 promotion.
From Squid Game-themed skins to limited-time game modes, this campaign is speculated to bring a variety of digital assets and experiences to excite gamers who are Squid Game fans too.
This potential crossover is likely to surprise fans in January 2025 while the official dates haven’t been announced yet.
Netflix’s partnership here again is about focusing on niche audiences highlighting the need for niche marketing in various applications.
Ready to Take Your Marketing Game to the Next Level?
As fans eagerly await Gi-hun’s next move to outsmart the system, brands are gearing up to ride the Squid Game wave. Are you ready?
Trendjacking moments with massive fan followings can make a huge impact on your brand. From sparking timely conversations with your target audience to effectively engaging them around their favorite themes, tapping into global trends offers numerous perks.
But how can you stay ready to capitalize on trends without disrupting your regular design workflow? The solution: an unlimited design service like KIMP, complete with a dedicated design team. With KIMP, you can easily handle unexpected design needs and stay ahead of the curve.
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