The Squid Game phenomenon returns with a highly anticipated second season, and Netflix’s impressive global marketing campaign sets a benchmark in immersive and localized engagement. From a strategic partnership with Naver in South Korea to extraordinary activations in Paris, Seoul, and New York, this campaign underscores the transformative power of tailored marketing strategies to captivate global audiences.
Netflix and Naver: A Strategic Collaboration Redefining Engagement in the Korean Market
Netflix’s partnership with Naver, one of South Korea’s Internet giants, exemplifies how collaboration can open new avenues for success. Launched in November 2024, this groundbreaking initiative enables Naver Plus subscribers to enjoy Netflix’s ad-supported Standard plan at no additional cost.
Why this partnership sets a new standard
Naver Plus members now have seamless access to Netflix’s diverse catalog of movies, series, and games, including offline downloads. Integrated into Naver’s popular membership service, this offering enhances accessibility for millions of Korean users and introduces premium features like HD streaming, simultaneous viewing on two devices, and exclusive access to mobile games. Furthermore, users can upgrade to ad-free plans, creating a versatile and engaging user experience.
Netflix’s collaboration with Naver extends beyond subscription perks. By leveraging Naver’s ecosystem—including platforms like Naver Now and Naver Webtoon—Netflix delivers a multi-faceted, culturally resonant experience. Exclusive teasers for flagship series like Squid Game and interactive features, such as virtual character interactions, amplify engagement. This synergy demonstrates Netflix’s ability to integrate global strategies with local technologies, setting a new standard for audience engagement.
Experiential Campaigns: Paris, Seoul, and New York at the Heart of Innovation
Netflix’s choice of global metropolises for experiential campaigns highlights its commitment to immersive marketing.
Paris
On the Champs-Élysées, Netflix created a spectacular installation dedicated to Squid Game. The iconic “1, 2, 3 Soleil” game attracted local residents, tourists, and influencers like @inoxtag, positioning Squid Game as a universal cultural phenomenon. Featuring a giant sculpture of the series’ doll and an interactive game, this campaign allowed visitors to experience the show’s captivating universe firsthand. This strategic location, synonymous with luxury and prestige, amplified visibility and social media buzz.
Seoul
In Seoul, Netflix showcased Squid Game through pop-up stores, installations, and collaborations with local brands such as Kakao. These activities in neighborhoods like Gangnam and Hongdae celebrated the series’ national pride and global appeal. Augmented reality experiences enabled fans to interact with characters and settings, reinforcing Squid Game as a symbol of modern Korean culture.
New York
In Times Square, Netflix rolled out a massive interactive campaign with a giant screen inviting passers-by to play simplified versions of the series’ games. This 24/7 campaign maximized media exposure and demonstrated Netflix’s ability to merge digital interaction with experiential marketing.
Why These Cities?
Each city was chosen for its cultural significance:
- Paris: Targets cultural and prestige-oriented audiences, reaching international tourists.
- Seoul: Honors the series’ origins while leveraging Korea’s technological innovation.
- New York: Focuses on the North American market, maximizing global exposure.
These initiatives coincide with the release of Squid Game season 2, as Netflix seeks to solidify its subscriber base and dominate the streaming platform market. By combining local and international campaigns, Netflix adapts to cultural nuances while delivering a universal message.
Naver: Transforming the Korean Digital Ecosystem
Naver’s ecosystem is the backbone of Korea’s digital landscape, with over 30 million monthly active users. As a leader in e-commerce, AI technologies, and digital marketing, Naver’s innovations in 2024 strengthen its position as a key platform for collaboration.
Naver’s Key Innovations:
- Enhanced Naver Plus Membership: Strategic partnerships like the one with Netflix diversify offerings and increase user engagement.
- AI Integration: Tools like CLOVA and ExaOne personalize user experiences and optimize content recommendations.
- Digital Content Leadership: Platforms like Naver Webtoon and Webnovel expand cultural influence, reaching millions of global readers.
Naver’s collaboration with Netflix exemplifies how local partnerships can enhance global engagement. By integrating Netflix’s content into Naver Plus Membership, users gain competitive streaming options and innovative features like ad-supported 1080p streaming. For brands, Naver’s precision targeting, immersive e-commerce experiences, and Webtoon integrations create unparalleled marketing opportunities.
Why Choose Asiance for Your Marketing Campaigns?
Asiance specializes in crafting innovative digital marketing strategies and immersive campaigns that resonate with diverse audiences. We can help you replicate Netflix’s success by leveraging:
- Localized Expertise: Deep understanding of regional markets and cultural nuances.
- Cutting-Edge Technology: Integrating AI, AR, and other digital tools for impactful experiences.
- Creative Storytelling: Turning your vision into campaigns that captivate global audiences.
Let’s Work Together
Netflix’s marketing campaign for Squid Game season 2 is a masterclass in immersive and cultural marketing. By partnering with platforms like Naver and activating campaigns in global hubs like Paris and Seoul, Netflix demonstrates how storytelling and technology can create unforgettable audience experiences.
Partner with Asiance to turn your ideas into groundbreaking campaigns. Contact us today to discover how we can help you captivate audiences in Korea and beyond.
