bibigo, the leading Korean food brand in the U.S., has just launched a mysterious new out-of-home (OOH) campaign in partnership with Netflix.
Helmed by creative agency Rethink, it celebrates the highly anticipated second season premiere of the hit series "Squid Game."
Taking a page out of the show's book, the effort challenges fans to solve a puzzle involving the missing digits of a phone number that can be seen on billboards nationwide.
This incomplete phone number can also be found on recruitment cards scattered across the country, referencing a notorious aspect of the series' highly acclaimed first season.
View this post on Instagram
Participants can look through the film's first season for clues to find the missing digits and dial the number, which will reward them with an immersive experience and the chance to win delicious bibigo products.
In a statement, bibigo Marketing VP Arreola Carrazco highlighted how the Korean brand aims to bring the excitement of "Squid Game" to the real world to hype up fans even more.
"bibigo dumplings are the ultimate Squid Game snack — and we want to get them into the hands of fans just in time for the start of the new season. We're excited to add Korea's #1 food brand bibigo to the mix."
Meanwhile, Rethink Executive Creative Director Xavier Blais pointed out how the campaign follows the "Squid Game" recruitment structure seen in the show.
View this post on Instagram
Additionally, bibigo is also launching a range of limited-edition product packaging that features iconic characters from the series, such as the Pink Guards and the giant Young-hee doll.
Well-loved for a dramatic plot that remains grounded and realistic, "Squid Game" quickly captivated audiences after it first launched in September of 2021.
Some campaigns involving the show seem to have followed suit by utilizing experiential marketing to put fans in the world of the show.
Collaborating with creative agencies that specialize in immersive storytelling and innovative design allows brands to craft these dynamic experiences, seamlessly blending entertainment and marketing to engage audiences on a deeper level.
By drawing inspiration from the show’s intensity and themes, the campaign creates lasting impressions that resonate beyond traditional advertising methods.
Eyes on the Prize
Earlier this month, bibigo unveiled a creative new spot to mark the collaboration.
The 30-second "Play Hard, Live Delicious!" commercial opens with a group of friends gathered around a TV to watch "Squid Game," with plates of bibigo products lined up on a table in front of them.
One girl takes a dumpling, but is suddenly transported into the world of the show before she can take a bite.
This time, the contestants have to play "Red Light, Green Light" to get a taste of bibigo's delicious Korean food.
The tension escalates as the players make a mad dash for the food, but the scenario is revealed to be just a figment of the girl's imagination.
The spot ends with the group of friends enjoying a meal together.
As the new season of "Squid Game" draws close, brands have begun launching collaborative campaigns with the world-famous franchise.
Last week, Duolingo launched a commercial to promote learning the Korean language featuring Duo the Owl dancing in a Pink Guard uniform.
Earlier this week, Tottenham Hotspur and Netflix also announced a series of themed immersive activations at the football team's matches.
