Learn Korean or Get Eaten
We encouraged Squid Games fans to learn Korean ahead of season 2 and watch the series subbed, not dubbed... with a little bit of intimidation.
THE Core of the campaign was a K-Pop inspired music video and with an original track encouraging people to learn Korean.
BEFORE WE DROPPED THE SONG, WE LAUNCHED WITH A TEASER SUGGESTING THAT DUO HAD JOINED THE PINK GUARDS.
We tapped influencers to kick start a dance trend that took off across TikTok and YT shorts, with 80M total views on dance UGC.
Billboards appeared all over Koreatown in LA and NYC with threatening messages in Korean that could only be read by those who practiced.
The billboard says “If you can read this, you’re safe”.
... Including the iconic Netflix billboard on Sunset Boulevard.
The billboard read, “Learn Korean or Get Eliminated”
Those who heeded Duo's warning and learned Korean got to practice Squid Games-inspired phrases in-app.
AT THE PREMIERE, DUO HANDED OUT LOTTO TICKETS LIKE THOSE IN THE SHOW. EACH TICKET SAID "WINNER" AND "ELIMINATED" ON THEM IN KOREAN. FANS WHO SCRATCHED OFF WINNING TICKETS GOT A SEAT AT THE PREMIERE.
