Netflix's Squid Game Season 2 Launch: Global Brand Collaborations Unveiled

After captivating audiences worldwide with its first season, Netflix is set to release Season 2 of Squid Game, its most popular series ever, on December 26. The streaming giant is rolling out an extensive promotional campaign, collaborating with brands globally to boost visibility and fan engagement.

A Phenomenon Since 2021

Debuting in 2021, Hwang Dong-hyuk's dystopian thriller amassed an impact value of $891.1 million, according to Netflix metrics. The show garnered 132 million two-minute viewers in just 23 days, cementing its place as a cultural phenomenon

India’s Unique Promotions

In India, Netflix has partnered with Swiggy Instamart, Knorr, and Duolingo for creative campaigns:

• Swiggy Instamart offers exclusive Squid Game merchandise via a unique INSTAMAUT vending machine, where fans can perform dramatic "death scenes" for prizes.
• Knorr celebrates Korean cuisine with themed ramen and a dramatic TV campaign featuring elimination challenges for non-slurpers.
• Duolingo launched a "Learn Korean or Else" campaign, integrating Squid Game-inspired phrases into its Korean lessons and featuring Duo the Owl as a Pink Guard.

Expanding Global Collaborations

Beyond India, Netflix has partnered with brands like Burger King, Domino’s, Samsung, KFC, Google, Johnnie Walker, and Xbox. These campaigns aim to immerse fans in the Squid Game universe while broadening the series' reach.

Marketing Insights and Strategies

Poornima Sharma, Netflix India's marketing partnerships head, emphasizes how these collaborations connect fans to their favorite characters and stories. Experts like Shrenik Gandhi, CEO of White Rivers Media, note that brand partnerships generate revenue while amplifying a show’s reach.

The promotional scale of Squid Game evokes comparisons to the 2023 Barbie movie, which had a $150 million marketing budget. Though Netflix’s investment remains undisclosed, the platform is known for prioritizing flagship shows like Stranger Things and Money Heist.

Navigating OTT Marketing Trends

OTT platforms now focus on balancing aggressive promotions with profitability. Gandhi explains that flagship shows receive heavy marketing to draw new subscribers, while smaller projects adapt based on audience response.

For Squid Game 2, creative campaigns build on Season 1’s success to sustain fan engagement. Yash Chandiramani, founder of Admatazz, highlights how leveraging existing emotional connections simplifies campaign creation but stresses the importance of maintaining creativity for lasting impact.

In today’s crowded content landscape, innovative marketing ensures a show remains a top priority for viewers. As Gandhi states, “Breaking through the clutter is essential to remind audiences of the new season.”