Netflix really wants you to know that Squid Game’s second season is coming, and it’s doing so by giving the green light to a massive marketing push.

The Korean drama series is Netflix’s most-watched show ever, and the sophomore season of is one of the year’s most-anticipated shows. The series is already nominated for a Golden Globe in the Best Television Series — Drama category despite not having aired yet. The second season premieres Dec. 26.

Netflix isn’t playing games when it comes to the show’s marketing rollout, either. The streamer is running a massive marketing campaign to promote the new show, including IRL experiences, products based off of the show, and billboards.

Netflix declined to comment on the amount of its marketing budget centered around Squid Game.

Immersive experiences

For fans who want to be closer to the world of Squid Game, Netflix has launched immersive activations, including Squid Game: The Experience. The New York activation launched in October and has been sold out for six weeks straight, according to Netflix.

A similar activation recently opened in Sydney and Madrid, while Netflix plans to expand the activations to Seoul early next year.

As part of an advertising deal with Johnnie Walker, there is a sponsored bar at Squid Game: The Experience that serves custom cocktails.

Getting brands into the mix

XBox, Domino’s, Johnnie Walker, and Duolingo are some of the brands Netflix is partnering with to market the new season.

Magno Herran, vp of brand and partner marketing at Netflix, said his team tries to approach their work through the lens of true partnership. He added that Netflix has a global in-house team of strategists, creatives, and producers who are experts on the fandoms and worlds of the streamer’s titles.

“The starting points for each partnership are different,” Herran told ADWEEK. “Our goal is that all our partnerships are authentic to the intellectual property and rewarding for our fans.”

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