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Domino's jumps on Netflix's Squid Game hype with activations and Emergency pizza

Domino's jumps on Netflix's Squid Game hype with activations and Emergency pizza

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Domino's Pizza has teamed up with Netflix for a marketing campaign centered around the popular series, Squid Game, ahead of its second season debut in late December. The collaboration features Domino's in Squid Game: The Experience, with an immersive event to be held in New York City this month.

Participants in the event will compete in challenges inspired by the show, with the lowest-scoring player from each group receiving a year’s supply of free Domino's Emergency Pizza. The prize is valued at US$500 in gift cards, presented in a custom Domino's and Squid Game Dalgona tin by a character dressed as a Pink Guard, reflecting themes from the show.


“This partnership allows us to provide comfort in critical moments,” said Kate Trumbull, Domino's executive vice president - chief marketing officer, referencing the collaboration's aim to address players' emergencies with the offer of free pizza.

This initiative is the second collaboration between Domino's and Netflix, following their 2022 launch of a mind ordering app related to the popular hit show Stranger Things' fourth season. Trumbull noted the ongoing partnership as an opportunity for innovative brand integration.

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To complement the event, Domino's has also launched custom TV spots in partnership with Netflix. These feature Emergency Pizza deliveries in scenarios inspired by key challenges from Squid Game's first season, such as "Red Light Green Light" and the "Dalgona Challenge."

MARKETING-INTERACTIVE has reached out to Domino's for more information.


Magno Herran, Netflix's vice president of partner and brand marketing, commented on the collaboration, emphasising its thematic alignment with Squid Game’s elements of urgency and high stakes.

Netflix's Korean original series, Squid Game took the world by storm, ranking second on Netflix's global top 10 charts when it was first launched, according to The Korea Times. Created and directed by Hwang Dong-hyuk, the series revolves around players who would have to play high stake rounds in deadly versions of childrens' games. The director revealed that he had been working on the script for Squid Game for more than 10 years before receiving the approval to transform it into a series, said the report.

Hwang told The Korea Times, that he always enjoyed going to the comic book stores, and after reading a series of survival-genre comics, he decided to come up with the idea to make such a genre in a Korean style. Hwang added that though he finished the script in 2009, many found his work to peculiar and violent. As a result, it proved difficult to bring on board investors or cast actors for the show. However, after a decade of the script being kept in his drawer, he realised that now was the perfect time to show the piece around, as "we are living in a time where those games are actually happening around us and have become relevant to our world," said Hwang.

Launched in 2023, Domino's Emergency Pizza program offers a free medium two-topping pizza to customers to use whenever they need it most. Prior to their Squid Game-themed partnership with Netflix, Domino's also partnered with Olive & June to bring pizza and beauty enthusiasts an Emergency Pizza Mani Kit, as well as Instant Mani Press-On Nails. Additionally, the pizza giant teamed up with Amazon and Twitch to integrate Emergency Pizza into The Glitch, a game created in Fortnite. 

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