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Netflix is back with the second season of its hit Korean thriller "Squid Game," which dropped this December 26.
Following its record-breaking debut, it was no surprise that brands of all calibers would take every opportunity to harp on the global hype of the show.
From food delivery services to football teams, these brands and organizations came up with creative ways to incorporate elements of the series into fun, digestible content that all fans could enjoy.
Without further ado, we rounded up five of our favorite brand campaigns celebrating the arrival of "Squid Game 2."
1. Just Eat
Together with full-service digital agency Dept, the U.K. food delivery platform launched a Squid Game-themed 360-degree campaign marked by a spot depicting "Just Eaters" as Squid Games contestants caught in a game of "red light, green light."
Beyond the advert, Just Eat also launched a microsite inviting users to play a game of "ELIMINATE" to win a $10,000 cash prize, a Squid Game-inspired Just Eats menu, and a rave headlined by DJ Peggy Gou.
"We wanted to find an authentic place for these two iconic brands to play within the world of Squid Game, and what we've created together is an idea that flexes across channels, bringing the jeopardy of the show together with the more playful side of Just Eat to keep fans hungry for more," Dept Creative Director Chris Boys said in a statement.
2. Tottenham Spurs
While a football club may be the last thing you'd think would jump on the "Squid Game 2" bandwagon, think again.
Tottenham Spurs launched a series of activations to Spurs' Premier League fixtures, with activities surrounding Tottenham’s games against Liverpool on December 22 and Wolverhampton Wanderers on December 29.
During these matches, fans can expect to see picture-ready Pink Guards scattered around the vicinity, a giant Young-hee doll, and LED screens airing the "Squid Game 2" trailer.
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3. McDonald's Australia
Helmed together with Akcelo, the fast-food giant launched the new "Dare to Play" campaign introducing the first-ever Squid Game Meal, complete with 10-piece McNuggets, a drink, a new Korean BBQ sauce, and the iconic Dalgona Candy as seen in the first season.
To promote the efforts, McDonald's Australia also launched a spot featuring the original voice of the Game Instructor in the show, Jeon Young-Soo (전영수).
“'Squid Game' is Netflix’s most-watched show, and we’re thrilled to bring this cultural phenomenon to life at Macca’s. This collaboration gives our customers and fans the unique opportunity to step into the game and experience it like never before," shared Marketing Director for McDonald’s Australia Amanda Nakad.
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4. Duolingo
The world's leading language learning platform did not shy away from its Squid Game-themed efforts, collaborating Netflix with to promote the Korean language ahead of the show's Season 2 release.
In a new immersive campaign, 40 "Squid Game" keywords and phrases were added to Duolingo's Korean course, helping fans of the show prepare to understand the actors in their next binge-watching spree.
Beyond these efforts, Duolingo also launched a spot with Duo the Owl donning Pink Guard uniform, and a TikTok filter inspired by the "red light, green light" game.
5. Domino's
Together with agency WorkInProgress, Domino's participated in the "Squid Game: The Experience" event last December 12 and gave free Emergency Pizza and $500 in Domino's gift cards as consolation prizes to those who garnered the lowest scores.
To promote the efforts, the pizza chain launched two spots where Squid Game contestants call for Emergency Pizza and are saved by Domino's delivery personnel.
All unique in their own rights, these campaigns show that harping on the latest trends and media proves to be an effective brand marketing strategy, bringing awareness and engagement to the brands.
With so many brands jumping on the Squid Game bandwagon, how can companies ensure their campaigns stand out while still feeling authentic to the trend they are tapping into?
Gabriel Shaoolian, founder and CEO of Digital Silk, answers this by highlighting blending trends with your brand voice while staying authentic.
“The challenge is to stand out without coming off as inauthentic. The key is to combine the campaign with your unique brand voice while staying true to the trend. It’s about balancing the spirit of the moment, and ensuring that the message resonates with your core audience. A successful campaign doesn’t just mimic what's popular — it boosts the brand's identity in a way that feels relevant and genuine.”
Working together with digital marketing agencies can help amplify these efforts, ensuring campaigns capture wide reach and deliver the desired impact.
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