Pre-Marketing for Netflix’s Squid Game Season 2 Promotion: Case Study of Offline Guerrilla Events

Planning Intent

To ensure the successful launch of Netflix’s Squid Game Season 2, scheduled for release on December 26, 2024, the aim is to establish a strong fan community and increase audience interest through a pre-marketing strategy. The main goal is to provide an engaging experience through offline guerrilla events, enhancing curiosity and anticipation for the series.

ⓒ Netflix Korea Youtube

Action Plan

Upload YouTube Teaser Trailer (2024.09.20)

Release the first visuals of Squid Game Season 2 through an official teaser video, conveying the atmosphere of the series.

Upload Game Invitation Video on YouTube and Instagram Reels (2024.10.01)

Create a game invitation video that encourages viewer participation, promoting sharing on social media.

Offline Guerrilla Event (2024.10.03)

• Event Overview: The 'Ddakji Man' will appear in various urban locations, generating interest through audience interaction.
• Participation Method: Participants will play ddakji (a traditional Korean game) with the Ddakji Man. Winners will receive an invitation to Squid Game. There will be a total of four types of invitations; collecting all will reveal hints about the upcoming release.
• Locations: Seven major urban areas including COEX in Seoul, Konkuk University Entrance, and Haeundae in Busan.
• Merchandise Effect: Position the invitations not just as tickets, but as special merchandise to stimulate collecting desire.

Collaboration with Naver Maps

Work with Naver’s Place (map service) to share the real-time location of the Ddakji Man, allowing participants to track the event’s progress and visit locations. Utilize Naver chat rooms to share location information and enhance communication among users.

NAVER map service(APP/Web) / NAVER chat room / Invitations 

Expected Results

By combining offline and digital platforms to offer a unique experience, they aim to increase audience engagement and maximize anticipation for Squid Game Season 2. Post-event, they expect to naturally generate promotional effects through social media participation and sharing, encouraging organic word-of-mouth among the audience.