Squid Game 2 will officially return on December 26, 2024. This is considered one of Netflix’s most important projects at the end of 2024. Therefore, this online TV platform has invested heavily in Squid Game 2 promotional campaigns, in which, once again, Netflix shows its ability to use Experiential Marketing strategies very skillfully in this special campaign.
Experiential Marketing Strategy for Netflix’s Squid Game season 2
After nearly 3 years since the announcement of the production of part 2 of the famous blockbuster “Squid Game”, Netflix will officially broadcast this film on December 26, 2024. Part 1 of Squid Game was released in September 2021 and quickly became the most-watched Korean film of all time on Netflix, with an influence that transcends the Korean border and covers the world.
After the unexpected success of season 1, Netflix has high expectations for Squid Game 2. Therefore, media activities for Squid Game 2 are also invested very methodically and delicately by Netflix. If in part 1 of the movie Netflix succeeds with the word-of-mouth marketing strategy through activities on Social Media such as meme marketing or using TikTok to increase the viral level. In season 2, this platform focuses more on Experiential Marketing tactics to bring the most interesting experience to users, making them feel like they are participating in the movie.
It’s been 3 years since the first movie of “Squid Game” aired. Although the movie has been a huge success worldwide, after such a long time, the heat of “Squid Game” may be significantly reduced. Therefore, Experiential Marketing is a very smart strategy for brands to evoke anticipation and discussion about the movie.
Netflix’s Experiential Marketing strategy for Squid Game 2 includes many experiences from role-playing activities, Gamification, Events, Guerrilla marketing to Co-branding.
#1. Gamification activities provide immersive experiences for fans
One of the most characteristic features of “Squid Game” is the very exciting games that the actors in the movie had to go through in season 1 of this movie, these games quickly became viral on social networks. association and became one of the famous elements of this film. Therefore, Netflix decided to come up with a quite smart strategy by allowing users to play the characters in the movie to directly participate in these interesting games.
Squid Game: The Experience
One of the first role-playing activities in the “Squid Game 2” promotional campaign series is “Squid Game: The Experience”. This activity allows fans and thrill-seekers to enter the world of “Squid Game” and participate in the famous games featured in this movie, the entire gaming process is arranged no different from the “Squid Game” experience like in the movie, full of tension and drama. Some games are inspired by movies like “Red Light, Green Light”, others are completely new games, making players feel both familiar and surprised. After finishing the game, players can relax at the night market to enjoy Korean food and visit the souvenir shop, which displays exclusive products related to the movie.
The first time it launched in New York City in October this year, all tickets were quickly sold out for 6 consecutive weeks, showing the appeal of this fully-experienced cave. After that, Netflix continued to expand “Squid Game: The Experience” in Sydney and Madrid and will soon be in Seoul in 2025. Netflix also built a platform dedicated to ticket Sales and promotion of “Squid Game : The Experience”.
Squid Game: Unleashed
If “Squid Game: The Experience” is an offline game, then “Squid: Unleashed” is an online game that allows users around the world to experience the space of the movie in an online environment. This game allows all users to participate even without registering for Netflix, thereby helping the movie expand its reach, attracting more customers who are not Netflix users. with this platform.
Overall, these immersive game experiences create very deep interactions that traditional Advertising channels cannot. Through role-playing and experiencing the games of the characters in the movie, it will make viewers more curious and excited about the developments in the movie, and this is also a way to be able to Build your own fan community for this movie.
#2. Co-Branding – Brand cooperation brings movies to life
Co-branding activities are a very important element in Netflix’s strategy this time. It allows brands to bring the film and characters into consumers’ everyday lives through a variety of brand collaborations.
In particular, Netflix has cooperated with many industries, from F&B such as Burger King, Domino’s, Doritos,… SaaS platforms, social networks such as Google, WhatsApp, Xbox, Duolingo,… to other brands. Fashion brands like Puma, Crocs shoes and VandyThePink,… or even cosmetics brand Olive Young from Korea. These brands have launched special product lines designed with inspiration from the movie Squid Game.
These brand collaboration activities give other brands the opportunity to take advantage of the heat of Squid Game and most of all help the film go deeper into aspects of consumers’ lives. Users can experience products related to the movie in many fields, thereby helping them immerse themselves deeper into Squid Game’s content. This is also an activity that effectively contributes to building a fan community for the film, creating a loyal customer base, creating momentum for the film’s next seasons.
#3. OOH series localized to each region
OOH has always been one of Netflix’s indispensable activities. The Squid Game 2 promotional campaign is no exception, this platform continues to bring unique OOH to each region of the world.
Some outstanding activities include the OOH below. Capturing the dramatic and mysterious spirit of Squid Game, Netflix created an OOH without the name of the movie but instead with familiar symbols that everyone watching Squid Game can grasp. .
Or another unique OOH activity is also gaining attention in India when Netflix brings the film’s signature pink sentinels to Indian streets. These soldiers also escorted a very famous Indian star Diljit Dosanjh at the Airport, participated in the K-Town Festival, a Korean music and culture festival, and covered Delhi Metro trains.
In general, in each region of the world, Netflix will deploy its own OOH campaigns according to local culture. OOH always focuses on creativity and uniqueness, like the nature of the movie Squid Game, thereby stimulating viewers’ curiosity and anticipation.
Event combined with Guerrilla Marketing
Along with OOH, unique events have been deployed by Netflix in some major markets such as Taiwan, Thailand, America, Paris,…
Los Angeles
The stadium of Los Angeles City College has been transformed into Squid Game’s playground with typical symbols of the movie such as the game “Red Light, Green Light” (with giant Younghee doll), combined Countless pink sentinels roam the grounds. In particular, Netflix organized a nearly 5km race, allowing hundreds of fans wearing the film’s signature green tracksuits to participate. The winner will have the opportunity to win tickets to the film’s premiere in LA.
Paris
Similar to LA, Netflix also brought Squid Game’s famous games to Paris’ iconic Champs-Elysees avenue. The event brought together a total of 456 participants who were randomly selected and divided into three teams. They will wear green tracksuits, play games with Young-hee,… to recreate the scene of Squid Game.
Taiwan & Thailand
Typically in Taiwan on December 21, 2024, Gaoxiong, thousands of fans watched the “Pink Party” event. In which the giant Younghee doll was placed right near the Aihe River. The city’s mayor, Chen Qi-Mai, wore a similar outfit to Gong Yoo’s recruitment character on the show, humorously calling himself “Gaoxiong Gong Yoo”. The giant model as if it came out of a movie has made users very excited to check in and share on social networks. Netflix Taiwan also made an airplane light show, drawing characters from “Squid Game”
Similarly, in Thailand, giant Younghee has also appeared on the Chao Phraya River. Along with a series of actors dressed as the film’s signature pink sentinels.
#4. Create a distinct user experience across the platform
Netflix clearly shows its affection for its “darling” Squid Game 2 by creating a new introduction page for the movie so that fans can wait together for the release date. Here the information related to the movie is. For Christmas, the site also updated a Squid Game-themed virtual fireplace Video, containing hidden details related to the movie.
In addition, Netflix also carries out promotional activities on multiple channels, especially Social Media. Short videos and marketing memes about the film have been spread across social networking sites, creating a huge amount of discussion. Information and discussions everywhere make viewers caught up in FOMO, forming a desire to watch the movie so they can participate in conversations with people around them.
Lessons from the Marketing strategy for Squid Game 2: Netflix is taking advantage of the fandom effect very smartly
From immersive experience activities, collaborating to develop products inspired by movies, or organizing focused events,…. It’s not difficult to see that these activities are all moving towards The goal is to build a fan community for Squid Game 2. Vice president of brand marketing and partnerships at Netflix, Magno Herran, also shared that Netflix has a team of strategists who are experts in fandom. So it can be clearly seen that Netflix’s goal of using Experiential Marketing in this campaign is to create a unique, close interaction with consumers, thereby turning them into fans of the movie.
The brand has cleverly brought images and symbols of the movie into every aspect of consumers’ real lives, allowing them to be immersed in the scenes and situations in the movie. From there, creating a deeper connection between users and the movie.
Building a fan community for the movie brings a lot of media effects later for Netflix. First, fans of the movie play an important part in creating a WOM word-of-mouth effect, thereby stimulating FOMO among other users. At the same time, they are also content creators who help the film spread creatively and naturally on social networking platforms.
Conclusion
Although not specifically sharing the marketing budget for Squid Game season 2, through the above activities, it can be seen that Netflix is Investing heavily in its trump card at the end of this year. In particular, this platform once again shows the ability to use Experiential Marketing very creatively and uniquely, creating multi-touch interactions for the audience. Experiential Marketing is also an important strategy for Netflix to build a sustainable fan community for Squid Game 2, thereby promoting massive media effects for the film.
Comment Policy: We truly value your comments and appreciate the time you take to share your thoughts and feedback with us.
Note: Comments that are identified as spam or purely promotional will be removed.
To enhance your commenting experience, consider creating a Gravatar account. By adding an avatar and using the same e-mail here, your comments will feature a unique and recognizable avatar, making it easier for other members to identify you.
Please use a valid e-mail address so you can receive notifications when your comments receive replies.
