Streaming platform Netflix has partnered with food delivery service Just Eat on a new campaign to promote the UK launch of Squid Game’s second series.
Created and produced with agency partner DEPT, the integrated campaign will break on Boxing Day and will be centred around an all-new gamified experience that unites both brands.
It is bolstered by a playful 30-second spot that interweaves Just Eat customers enjoying takeaway meals whilst enjoying the latest Squid Game episodes. The film ends on a call-to-action directing viewers to a gamified microsite.
Just Eat UK and Ireland marketing director, Andrew Cocker commented: “We’re excited to partner with Netflix for one of the most hotly anticipated launches of the year, Squid Game 2.
“Our teams have worked closely together, to ensure the magic of the Squid Game IP comes to life in an authentic way for our customers, partners, couriers and brand. We’ve respectfully weaved our distinctive assets throughout the content and we’re particularly
excited to launch a brand new culinary experience that allows fans to ‘level up’ their connection with the series.”
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Once customers begin the game, they make it through a meal without getting caught in Young-hee’s terrifying gaze for the chance to take home a £10,000 cash prize.
Created in-house by DEPT, the streaming platform’s game combines facial detection with the latest motion tracking technology. Just Eat customers will equally be able to enjoy Squid Game-themed menus from 130 sites across the UK.
“At Netflix we’re dedicated to working with admired brands and building campaigns and experiences that authentically connect fans with the shows they love,” Netflix senior director of brand partnerships EMEA, Jordan Peters said.
“This partnership with Just Eat does exactly that: bringing the world of Squid Game 2 into the homes – and beyond – of millions of fans through a custom marketing campaign, sponsorship of Squid Game 2 on our ad-supported plan, an immersive digital game and finally, the Korean inspired menu coming soon to the Just Eat app.”
