Squid Game: The Challenge
With our partners at Netflix, we created a social campaign for Squid Game: The Challenge that was as intense as the competition. A suite of social assets and fan activations brought viewers in on the action, rather than just watching like the VIPs.
As Creative Director on this project I oversaw and participated in the conceptualization of each asset, as well as leading production all the way to delivery. I worked closely with our clients to ensure that assets where quickly developed and executed to remain relevant as social conversations changed in real time.
Paid Social Assets
To reach different types of reality competition fans, we created bespoke paid assets that targeted these various potential viewers. Our first asset focused on the drama, tears, and confrontations between players throughout the competition. The second appealed to competitive viewers by showing the high intensity stakes of each playground game.
Our first paid asset that used the “Good Morning Players” announcement was one of Netflix’s top performing paid assets.
The Second Chance Fan Vote
In Squid Game: The Challenge, death may not be the end. After the final episode, we launched a social campaign where viewers could nominate an eliminated player who they think deserved a second chance. We created announcement assets and timely pushes that reminded our followers to nominate their favorite player for a chance to come back in season 3.
Through the nomination phase we saw grassroots fan campaigns for specific players that pushed them into the final five nominees. We pivoted quickly and effectively to react to the changing finalists right up until the nominations were locked. Once we closed the nominations, we created assets that highlighted these finalists and their personal stories, driving fans to vote for the winner.
