What if you could live Squid Game instead of just watching it?
That’s exactly what Netflix made happen with Season 3. They didn’t just drop another series. They dropped an experience.
From giant dolls in Australia to immersive arenas in New York and street activations in Malaysia, this wasn’t a regular promo campaign. It was a global, gamified movement.
Let’s break down how Netflix blurred the lines between showtime and real life, and turned a thriller into a phenomenon.
1. Immersive Experiences That Felt Real
Netflix created physical spaces that mimicked the show’s universe. Fans could sign up and play actual Squid Game challenges in New York, Sydney, London, and more.
From “Red Light, Green Light” with a real-life Young-hee doll to competing in new games, people got to feel the thrill, minus the danger.
Each event ended with chill zones like “Squid Mart” (for merch) and “Night Market” (for Korean snacks).
So, even if you lost, you went home with goodies.
2. Public Activations That Turned Heads
They didn’t stop at arenas. They went everywhere.
- Paris: Played “Red Light, Green Light” on the Champs-Élysées with 456 fans.
- Mumbai, Seoul & LA: Held massive premiere events and even a Squid Game-themed 5K run.
- Netherlands: Created a full Squid Game maze. 4,000 fans played to become guards.
- Malaysia: Pink guards doing laundry and eating street food? Yes, that happened.
- Melbourne: Bondi pool turned into a game ground.
The idea?
Surprise people.
Make them pause.
Make them post.
And that’s exactly what happened.
3. Viral Stunts That Got People Talking
One quirky highlight?
Netflix posted a job listing on LinkedIn.
They wanted a “Squid Game Expert” to work as a pink guard for a day.
But to qualify, you had to score over 90% on a quiz.
It was a job application meets Squid Game trivia crossover that went viral.
4. Killer Collabs That Hit the Culture Nerve
The brand partnerships were 🔥:
- Johnnie Walker: Limited edition bottles with player numbers.
- Doritos by PepsiCo: “Flamin’ Hot or Not?”- 1 in 4 chips was very spicy. Just like the game: risk or reward.
- Fortnite x Squid Game: Players could re-enact games inside the game.
- India: Knorr ramen and PUMA tracksuits were a hit during Season 2.
These weren’t just co-branded products. They became cultural moments.
5. The Korean Wave Was a Marketing Engine
Netflix didn’t push the Korean identity under the carpet. It amplified it.
Sales of dalgona kits, soju, and even traditional games like gonggi boomed worldwide. Fans wanted to eat, wear, and play everything Squid Game.
By riding the Korean Wave (Hallyu) and supporting cultural exports, Netflix made fans feel like insiders of a global trend.
The Final Result?
- Netflix servers melt on the first day of season 3 release. Imagine the amount of people watching it!!
- Season 3 is already being hailed as the best of the series.
This wasn’t just about views. It was about making fans feel the game, not just binge it.
The Big Takeaway
Netflix flipped the script on how shows are marketed.
No ads shouting for attention.
Just experiences that made the audience part of the story.
In the end, Squid Game didn’t just end.
It lived on in streets, screens, and stories.
Have you heard this story of an actress who recently sold her bathtub soap?
YES! Soap made from her actual bathwater. Read the full story here:
She Sold Her Bathwater for $8: And Nearly 1 Million People Wanted It!
