Squid Game 2 Marketing: How Netflix Captivated the World Again

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Discover the genius behind Netflix's global campaigns for Squid Game Season 2 and learn how strategic collaborations and immersive experiences are reshaping marketing.

How Squid Game 2 Set a New Benchmark in Marketing

Netflix's promotion of Squid Game Season 2 wasn’t just a marketing campaign—it was a global cultural phenomenon. With immersive experiences, strategic collaborations, and innovative use of digital platforms, the campaign built on the show's massive popularity, creating excitement across borders. Let’s dive into the genius strategies behind this worldwide success.

1. Immersive Global Campaigns That Transport Fans

Netflix created large-scale, interactive events that immersed fans in the world of Squid Game:

• Paris: Iconic Installation on Champs-Élysées
  A larger-than-life replica of the series "1, 2, 3 Soleil" (Red Light, Green Light) game was set up, complete with the creepy animatronic doll. Crowds gathered to take part in live games, transforming an ordinary promotional event into a must-see spectacle.

• Seoul: Augmented Reality Pop-Ups
  In the heart of South Korea, Netflix collaborated with local brands like Kakao to create pop-up shops and AR experiences. Fans could use their phones to interact with game elements and characters, making the fictional world tangible.

• New York: Times Square Takeover
  Netflix turned Times Square into a gaming zone, inviting fans to play simplified versions of the show’s challenges. The interactive digital billboards and live events drew massive crowds, blending traditional outdoor advertising with experiential marketing.

  

  Squid game campaigns

2. Strategic Brand Collaborations

Netflix partnered with global brands to extend the reach of Squid Game 2:

• Puma
  Puma launched a special line of tracksuits and footwear inspired by Squid Game, allowing fans to own a piece of the series. The clothing featured subtle design nods to the show, making it wearable yet instantly recognizable.

  

• Crocs

  One of the standout collaborations for Squid Game 2 was with Crocs, the cult-favorite footwear brand. This partnership introduced limited-edition clogs featuring designs inspired by the show's iconic elements, like the triangle, circle, and square shapes of the guards’ masks. The collection also included Jibbitz charms that allowed fans to customize their Crocs with symbols and characters from the series. This collaboration resonated with both Crocs enthusiasts and Squid Game fans, blending functionality with fandom in a way that turned everyday footwear into a collectible piece of pop culture.

  

  Squid game Crocs

• Duolingo
  A language-learning app might not seem like an obvious partner, but Duolingo introduced a special module featuring iconic phrases from the series. This unexpected collaboration engaged fans in a new, interactive way, enhancing both brands' visibility.

  

• Food and Beverage Brands
  In South Korea, themed snacks and drinks referencing Squid Game games, like dalgona candy kits, were released. These collaborations catered to local audiences while reinforcing the cultural significance of the show.

  

3. Mastering the Art of Hype

Netflix leveraged social media and influencers to amplify their campaigns. By encouraging visitors to share their experiences, they created organic buzz. Platforms like Instagram and TikTok became flooded with images and videos of people participating in the events, ensuring the campaign reached millions without excessive advertising spend.

What Startups and Brand Managers Can Learn

1. Think Big, Even on a Small Budget: You don’t need Netflix’s resources to create impactful campaigns. Focus on creating unique, memorable experiences, even if they’re on a smaller scale.

2. Collaborate Strategically: Partner with brands that complement your mission to increase reach and add value for your audience.

3. Incorporate Interactive Elements: Today’s audiences crave engagement. Whether through AR, gamification, or live events, find ways to make your campaigns hands-on.

4. Leverage Social Media Buzz: Design your campaigns with shareable moments in mind. Every post, story, or reel from attendees becomes free advertising.

5. Cater to Local and Global Audiences: Adapt your strategies to resonate with cultural nuances while maintaining global appeal.

The Squid Game 2 campaign is a masterclass in how to blend storytelling, collaboration, and immersion. For startups, brand managers, and marketers, it’s a reminder that creativity and strategy can transform a campaign into a global phenomenon. Let these lessons inspire your next big move—your audience is waiting!