“Are you ready to play?”
To celebrate the return of Squid Game, Netflix has entered the game with brand partners including Domino’s, Doritos Dinamita, Duolingo, Johnnie Walker, WhatsApp, Xbox, and more on experiences, fan competitions and custom ad campaigns.
Magno Herran, Vice President of Brand and Partner Marketing:
“Our goal is to build partnerships that bring even more member joy in fun, surprising, and delightful ways,” said . “We offer the ability to become a part of the story alongside our incredibly engaged fandoms, and now, with the addition of our ad-supported plan, expansion with experiences and live events, and fast-growing consumer product offerings, brands can engage with Netflix in so many ways, all in one place.”
Globally the streaming service has struck deals with bibigo, a leading global brand of CJ CheilJedang, Korea’s No. 1 food company, to offer fans worldwide an immersive cultural experience. By integrating ‘gameplay’ with their brand platform, we invite fans to ‘Play Hard & Live Delicious’ through custom creative content delivered across various channels, worldwide.
Squid Game is also coming to Call of Duty: Black Ops 6 with limited-time modes in Multiplayer, zombies, and Call of Duty: Warzone in-season. The in-game integration goes live in January 2025. Call of Duty will also run the campaign throughout Netflix’s Christmas Day games.
Netflix have also partnered with Google to unlock a surprise for Squid Game fans around the world. To see what it looks like and take part in the fun, search ‘Squid Game’ on Google Search and tap the brown envelope.
Johnnie Walker’s global partnership includes a limited run of Johnnie Walker Black Label Squid Game Edition designed bottles – spanning 26 countries and sold across 20,000 stores – featuring numbers ranging from 001 to 456 — just like the players in the series — and Johnnie Walker’s iconic Striding Man logo now donning the famous Squid Game green tracksuit.
Ultimate Johnnie Walker and Squid Game fan, rapper and comedian Lil Dicky brings the program to life by gifting friends custom kits, featuring the limited-edition bottle and series-inspired cocktails, and stars in a holiday campaign featuring UberEats. Everyone (21+) can try the signature ‘456’ cocktail recipe by purchasing limited Cocktail Courier kits available December 19th on CocktailCourier.com while supplies last.
Xbox fans can now pick their side with the Squid Game-inspired Pink Guard Instinct Pro Controller for Xbox by SCUF Gaming, featuring the signature pink of the series’ uniforms. Available now on Best Buy Drops (US only) and ScufGaming.com.
Fans will also have the chance to win a one-of-a-kind Game Over controller by SCUF Gaming, inspired by the players’ tracksuits from the show and individually numbered from 1 to 456. Select fans can also head to Squid Game: The Experience in NYC on December 16 to face off in a Call of Duty: Black Ops 6 Nuketown tournament, as contestants who make it to the final round have a chance to win the ultimate prize: a six-foot-tall Young-Hee gaming cabinet inspired by the iconic Squid Game doll.
Localised deals have also seen deals struck with McDonalds in Australia, Burger King in France and Dominos Pizza in America to note just a few.
Created by Hwang Dong-hyuk, Squid Game premiered in 2021 and swiftly became Netflix’s most popular title to date. This global phenomenon heightened interest in K-content, led to viral iconic moments, caused an 8,000% increase in Vans slip-on and resulted in costumes selling out worldwide, cementing its status in pop culture.
