When Squid Game first dropped, it completely surprised us. A show about deadly games, psychological suspense, and survival became an overnight sensation, not because of massive advertising, but because it tapped into something deeper within us all. Season 1 was raw, gripping, and relentless in portraying human nature. But when Netflix was ready for Squid Game Season 2, they knew it wasn’t just about making a show—it was about creating a moment, an experience.
Netflix didn’t just market a show; they turned Squid Game into a cultural event that we were a part of. And here’s how they did it:
Immersive Experiences: Bringing Us Into the Game
Imagine the excitement, the fear, the adrenaline you felt watching Squid Game. Now, picture yourself stepping into that very world. That’s what Netflix offered fans through real-life experiences in cities like New York, Sydney, and Madrid. It wasn’t just an event—it was a chance to live the tension we saw on screen, in a safe, controlled environment, yet still terrifyingly real.
Young-hee Doll Takes Over the River Chao Phraya
And then came the unforgettable moment that took the campaign to the next level—Netflix took the iconic Young-hee doll from Squid Game and brought it to life on the Chao Phraya River in Bangkok. A massive boat sailed through the dark waters, the eerie doll standing tall with her haunting stare. Guards on deck added to the tension, creating a scene straight out of the show.
It wasn’t just a stunt; it was a spine-chilling experience that made fans feel part of the game. People couldn’t stop talking about it, and it drew even more fans into the world of Squid Game.
Swiggy Instamart’s “INSTAMAUT” Activation
While Squid Game is intense and serious, Netflix and Swiggy brought in some humor. The INSTAMAUT vending machines allowed fans to act out dramatic death scenes from the show and win Squid Game merchandise. It was playful, it was quirky, but it was also a chance to feel the thrill of the game, even if it was just for a moment. And with merch delivered in 10 minutes, it kept fans connected to the excitement, all while laughing through the tension.
WhatsApp Campaign: The Power of Sharing
When something touches us deeply, we want to share it. And Netflix understood that. By tapping into WhatsApp, the platform where we share everything from gossip to our latest obsessions, they made it effortless for fans to talk about Squid Game. It was an organic, heartfelt way to connect with others who felt the same intense excitement. The campaign became a part of our daily conversations, making us feel even more involved in the journey.
Bold Out-Of-Home Marketing
Netflix didn’t just advertise the show—they made us see it everywhere. In India, they took Squid Game’s iconic imagery and placed it in the most unexpected places: the Delhi Metro, Mumbai’s monuments, and more. It wasn’t just about a billboard; it was about making us feel like Squid Game was right there with us, in our cities, on our streets.
Brand Collaborations: Emotions with an Experience
Netflix didn’t just rely on traditional ads—they made Squid Game a part of our everyday lives. Their brand partnerships were more than just marketing stunts; they were emotional, relatable, and fun.
- Cadbury 5 Star’s “Do Nothing” Challenge: What if the thrill of Squid Game met the joy of a Cadbury wrapper? Fans had to spot Squid Game symbols on wrappers and share them.
- Knorr’s “Dare to Slurp”: A bowl of Korean ramen became the battleground. Fans had to slurp their noodles within a time limit or face “elimination.” It wasn’t just about noodles—it was about feeling that Squid Game intensity in something as simple as a meal.
Squid Game at Sunburn Goa
At Sunburn Goa, Netflix brought Squid Game to life in a whole new way. A festival that’s known for its energy became the perfect place for Netflix to turn Squid Game into a living, breathing experience. From Red Light, Green Light to photo ops straight out of the show, the festival became a place where fans could feel the tension, excitement, and thrill that defined Squid Game.
Squid Game X Duolingo Campaign
Netflix didn’t stop at India. They took Squid Game’s influence to the world. With Duolingo’s “Learn Korean or Else” campaign, they encouraged fans to learn the language that brought us closer to the show’s heart. After Season 1, there was a 40% increase in Korean learners on Duolingo. This wasn’t just about entertainment—it was about cultural appreciation
Influencers who turned the hype into culture
Netflix knew Squid Game needed more than just a strong plot—it needed voices that could spark excitement and drive conversation. Netflix tapped into a diverse group of influencers and creators who, each in their way, brought something special to the table. These influencers didn’t just promote Squid Game—they made it relatable, fun, and emotional for their followers.
Diljit Dosanjh, already trending with his tour, brought that spark. His involvement connected deeply with fans, making Squid Game feel like part of their world.
Conclusion
Squid Game Season 2 wasn’t just a show—it was a wave that swept us all up, and Netflix’s marketing didn’t just promote a series; it made us feel like we were part of something bigger. From real-life experiences that put us in the heart of the game to creative brand collaborations that made us laugh, think, and feel, Netflix ensured that Squid Game Season 2 wasn’t just something we watched—it was something we lived.