In a world-first collaboration, McDonald’s Australia and Netflix launched today the exclusive Squid Game Meal, complete with the iconic Dalgona Candy Challenge.
The interactive launch campaign, developed by Sydney-based brand experience agency Akcelo and media agency network OMD, invites fans to step into the world of Netflix’s most-watched series and compete for prizes.
With "Squid Game 2" set to premiere globally on December 26, McDonald’s "Dare to Play" campaign amplifies the excitement by offering customers a chance to engage in a reimagined version of the Dalgona Candy Challenge, complete with a grand prize of $100,000.
The campaign also features the original voice of the Game Instructor in the series, Jeon Young-Soo (전영수).
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In a distinctly McDonald's twist, players must carve out the fast-food giant's "M" logo without breaking the candy to advance to the next round.
Marketing Director for McDonald’s Australia Amanda Nakad said in a statement that the collaboration is an unforgettable way for fans to experience the show:
“'Squid Game' is Netflix’s most-watched show, and we’re thrilled to bring this cultural phenomenon to life at Macca’s. This collaboration gives our customers and fans the unique opportunity to step into the game and experience it like never before.”
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Meanwhile, Aden Hepburn, CEO of Akcelo, shared that he's looking forward to fan reactions the most.
"The result is simply unlike any other Macca’s campaign that’s come before," he added.
Experiential marketers are redefining customer experience by capitalizing on pop culture events and turning them into interactive, shareable moments.
By crafting an immersive experience that banks on the global popularity of a hit series, McDonald's ensures high engagement, at the same time, increasing the buzz around (and sales of) its new meal offering.
Bringing the Games to Australia
Each Squid Game Meal comes with a QR code granting access to the challenge, where players race against the clock to succeed.
Winners can earn exclusive co-branded merchandise, while one champion will walk away with $100,000.
The campaign extends beyond the digital realm with activations such as themed play zones at World Square Sydney, restaurant experiences, and social media challenges.
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Adding to the excitement, McDonald’s will serve as the sole title sponsor for "Squid Game 2" on Netflix’s ad-supported platform in Australia.
The Squid Game Meal comes in medium and large options, which includes 10-piece Chicken McNuggets served with limited-edition Korean BBQ sauce, fries, and a drink.
Previously, McDonald’s Australia partnered with DDB Group Sydney and OMD to celebrate the start of summer with a "Macca’s Run."
