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GIVE YOUR BRAND THE GREEN LIGHT

5 KILLER TIPS FROM THE ‘SQUID GAME 2’ ACTIVATION CAMPAIGN

When Netflix unveiled its sprawling experiential marketing tie-ins for Squid Game 2, it didn’t just turn heads, it brought traffic to a screeching halt. In this blog, we also hear from Fieldwork, the experts behind the Nordic activations and also part of the 27Names network, on how they brought the experience to life.

Last year, an army of fans skid slid and slipped its way all over the Champs-Élysées, taking part in a real-life replica of the show’s infamous ‘Red Light, Green Light’ arena. This time, nobody was picked off by snipers, but the brand experience activations were just as high-budget as the show itself, complete with towering animatronic dolls, pink-suited guards and the iconic green tracksuits.

Beyond the spectacle in Paris, activities were taking place simultaneously all over the world. Football clubs in the UK and Italy took part, while In Seoul, Netflix showcased Squid Game through pop-up stores, installations, and collaborations with local brands such as Kakao. On Bondi Beach in Australia, immersive activations drew crowds with creative interpretations of the series, while in New York’s Times Square, Netflix launched an impressive interactive campaign featuring a massive screen that invited passers-by to participate in simplified versions of games from the series.

At We Are Collider, we believe these brand experience campaigns showcased a masterclass in blending creativity, strategy, and storytelling to build cultural and marketing impact. Even if you don’t have a Netflix-sized budget, there’s still plenty your brand can learn and apply from this groundbreaking campaign, which is why we’ve pieced together five killer lessons rooted in behavioural science – and our proprietary MARVELS™ framework – to help you elevate your next activation.

Lesson 1: tap into immersive spectacles thanks to ‘Magic’ and ‘Labelling’

Brand activations have come a long way in the last five years. When Squid Game first emerged during the pandemic, the experiential marketing sector was just beginning to gain traction, with forward-thinking marketers paving the way for its integration alongside traditional print and digital strategies. Fast-forward half a decade, and these innovators are now in high demand, their expertise sought after by global brands looking to capitalise on this burgeoning new market.

A key part of why experiential marketing has proven so enduring is the overlap between spectacle, immersion and old-fashioned magic. The Squid Game activations are a great example: transporting fans into a world they had only seen on screen. Immersive fan events, such as life-sized pop-up arenas, gave participants a visceral taste of the series’ tension-filled games and these activations created peak experiences, tapping into our behavioural science lever of Magic. By immersing participants in the story, the campaign sparked awe and wonder, making it unforgettable.

Consistency in visuals and branding also reinforced the Squid Game identity. From instantly recognisable costumes to the minimalist circle-triangle-square symbols, the campaign ‘labelling’ was on point, ensuring fans could immediately connect the activations to the series. Brands should aim to recreate these immersive experiences that pull audiences into their world. Whether it’s through pop-ups, VR, or live events, focus on details that make the experience feel magical and authentic to your brand’s identity.

Lesson 2: build anticipation over time via Adequacy and Relevance

The brand activation agency Fieldwork played a key role in bringing Squid Game 2 to life in the Nordics. As part of the 27Names network, Europe’s leading collective of independent experience agencies, Fieldwork collaborated on this major activation, showcasing the power of our network in delivering bold, culture-shaping experiences. We Are Collider is also a proud member of 27Names, so for this blog, we connected with Fredrik Kolverud, one of the partners at Fieldwork, and advisor for the Netflix account, to share insights into their involvement.

“Probably the most immersive and memorable element about the brand experience was not what we did but what we didn’t do,” Fredrik comments. “The expectation, build-up and the first impression were super important. We wanted to create a nerve-wracking and immersive experience by having the participants themselves build up an expectation, a fantasy and feelings based on what they thought they were going to experience.”

Photos by Filip Agnihotri, Fieldwork

“In the Fieldwork Squid Game event, participants received a cryptic invitation with no hint of what they were going to experience, no info on where they were going to be but only an address and a time where to be picked up. Participants were met by pink guards, placed in 2 profiled buses and blindfolded. Once at a factory hall, all participants were given a coffin with the classic green tracksuits from Season 1 then drawn through the most iconic games, sounds, music, and food from Season 1, including a giant “green light, red light” game.”

Lesson 3: encourage participation and co-creation via Exchange and Sociality

Some of the most memorable global activations encouraged fans to become part of the Squid Game narrative. From real-life challenges mimicking the games to social media contests, fans weren’t merely observers. They were participants.

This taps into our ‘exchange’ MARVELS pillar, as the experiential marketing campaigns deepened engagement by offering fans something valuable—the chance to play, win, or simply experience the world of Squid Game. This reciprocity amplified audience connection. It also created a sense of ‘sociality’ fostering a feeling of community among fans. Whether competing in challenges or sharing photos of their experiences online, fans became brand ambassadors, amplifying word-of-mouth marketing.

Brands should therefore encourage audience participation by designing interactive and co-creative experiences. When people feel they have a role in shaping the narrative, they become more invested—and more likely to share their involvement with others.

Lesson 4: leverage nostalgia and emotional resonance via Relevance

The emotional weight of Squid Game’s themes—survival, desperation, and human connection—resonated deeply with audiences. Season 2’s marketing, such as the brand experiences in Sydney Harbor, tapped into this emotional connection by reminding fans of the original series’ impact.

This is all down to the MARVELS pillar of ‘relevance’. Emotional resonance is a powerful driver of engagement. By building on fans’ attachment to Season 1, the campaign rekindled their love for the series while creating excitement for what’s next. In short, nostalgia can be a potent tool for brands as whether revisiting iconic products, campaigns, or themes, tapping into your audience’s emotions can strengthen brand loyalty and engagement.

Lesson 5: tap into the power of iconography and humour via Labelling and Magic

Squid Game’s marketing leaned heavily on its distinctive imagery and dark humour. From Dalgona candy challenges to the eerie ‘Red Light, Green Light’ doll, these elements became cultural touchstones. By consistently using these iconic symbols, the campaign ensured Squid Game’s branding remained unmistakable.

The visual shorthand helped the brand experiences cut through the noise and grab attention instantly. Injecting moments of dark humour, a core part of the show’s appeal, into the activations heightened their entertainment value, making them even more memorable.

Our takeaway? Strong branding and humour can set your campaign apart. Identify iconic elements of your brand’s identity and use them creatively to connect with your audience.

Conclusion: Lessons for Every Brand

We asked Fredrik from Fieldwork what lessons brands take away about staying culturally relevant while preparing for a major launch, and any advice he has on creating similarly impactful activations, even without a Netflix-sized budget:

The most important learning is to challenge the ordinary,” Fredrik comments. “Do something a bit childish, playful and different, but it must feel authentic and not a fake copy. Don’t look at what others are doing, don’t do what is expected to be right and what you think is expected by the target group. Most brands communicate and make things too complicated and advanced to try to appear smart and safe. But, we see time and time again that the brands that dare to think simply, dare to think differently, dare to engage the audience and actually do something on the border of what is safe are the brands who win attention and are remembered.

And the most important thing of all: People remember how a brand makes them feel. When a brand dares to engage its customers with emotional, unforgettable experiences, it creates lasting memories, experiences they’ve never had before and will never forget.

Photo by Filip Agnihotri, Fieldwork

We humans are more childish and daring than brands think. Netflix knows that, which is a key reason why Squid Game is the world’s most-watched series ever.”

When it comes to budget, Fredrik emphasises that creativity matters more than the size of your wallet:

“I’d also say the budget is rarely the limitation of a creative idea. The most important thing in creating something unforgettable is to make the experience unforgettable. Whether you are going to launch a car, a film, or a fish, think about how it can be done in an unexpected, surprising way without revealing anything before the actual launch or brand activation. This is what we did for Squid Game 2, and it’s safe to say it worked! Many brands do the opposite unfortunately, but brands need to try new scary things outside the comfort zone to be better, to be remembered, even if it doesn’t feel right or safe.” 

In short, the Squid Game 2 activations were a masterclass in experiential marketing. By blending immersive experiences, emotional resonance, and fan participation, Netflix created a campaign as unforgettable as the show itself. But you don’t need a blockbuster budget to apply these lessons. Focus on creating magic through immersive experiences, building anticipation, encouraging a sense of community and ensuring your branding is consistent and memorable.

To learn more about brand activations, get in touch today.

Header image source: Concrete Playground