Squid Game
Squid Game is a fictional show that was released on Netflix in 2021, focusing on 456 players who fell upon financial hardship. These players agree to play a series of murderous children’s games in order to win millions. We wanted to center our campaign around the Squid Game hotel experience by creating one twisted resort destination to promote Season 2 of the show. The intended targets are existing fans of Squid Game, but our third video aims to pique interest in those who are unfamiliar with the show and hopefully draw in more viewers.
Videos
Videos #1 and #2 promote the hotel and the show for viewers who are familiar with the show and for those who aren’t.
The third video is aimed at those who are more familiar with the show and who will get the references. The hope is that this will reignite their interest in Squid Game so that they tune in for Season 2.
Postcards from paradise
Activation
For a limited time, and by invitation only, Squid Games will create a pop-up hotel styled after the series. People can compete for prizes (and they are televised), or simply enjoy the colorful and eclectic atmosphere. As an added surprise, some of our Pink Soldiers are actually celebrities from the show, out to prank and sabotage the games and hotel guests.
Socials
Influencers across multiple platforms would be invited to attend. The invitation would arrive via an official Squid Game Card prop from the series.
AD: Kat Thompson