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Domino's has teamed up with Netflix in anticipation of the upcoming second season of its hit show "Squid Game."
The latest initiative, made together with creative agency WorkInProgress, sees the pizza chain participating in a "Squid Game: The Experience" event that will place on December 12 at the Manhattan Mall in New York City.
It is a fully immersive experience where players can battle it out in five different Squid Games-inspired challenges to be hailed the winner.
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During the event, the company will be giving away free Emergency Pizza for a year to players who have garnered the lowest scores.
A member of the Pink Guard will hand these losing players $500 worth of gift cards all placed within a custom Domino's and Squid Game-branded Dalgona container.
Kate Trumbull, Domino's EVP and CMO, shared the concept behind the campaign in a statement:
"Those who watch Netflix's Squid Game know that losing is the ultimate emergency, but Domino's is here to turn that around. We're making lemonade out of lemons for players by solving their heart-pounding predicament with free pizza for a year, so they can have Domino's whenever their next emergency happens."
The second season of the popular South Korean series will premiere on Netflix on December 26.
This creative campaign marks Domino's second collaborative effort with Netflix.
In 2022, the pizza and streaming giants launched a unique mind-ordering app to celebrate the fourth season of "Stranger Things."
Through one-of-a-kind and engaging brand activations, Domino's not only asserts itself into current pop culture trends and conversations but also positions it as the go-to pizza to enjoy while watching your favorite Netflix series.
Domino's to the Rescue
Apart from the on-ground activation, Domino's launched two TV commercials to bring light to its Emergency Pizza initiative.
In the first commercial, titled "The Trade," a woman participating in the Squid Games challenge accidentally breaks her Dalgona piece.
While this should've meant instant elimination, she quickly whips out her phone to have an Emergency Pizza delivered, courtesy of Domino's.
Suddenly, a Domino's delivery man slides down to her spot to hand over her free pizza. The woman then gives the box to the Pink Guard, who hands her a perfectly carved Dalgona umbrella, closing the spot.
A second commercial, titled "Red Light Green Light," shows a man getting caught moving by a gigantic robot doll. Just as he's about to get zapped, he brings out his phone to call for his Domino's Emergency Pizza.
A Domino's staff then hands him a box, which saves him from being eliminated from the game.
"No matter the reason, Domino's has you covered. Get your Emergency Pizza when you order from Domino's online," the narrator says as the spot comes to an end.
Earlier this year, Domino's also brought back its Emergency Pizza in collaboration with Twitch's "The Glitch" Fortnite platform.
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