Key Takeaways:
- Netflix’s Pink Guard Sweepstakes puts fans in the spotlight by letting one winner step into the iconic red suit and join the Squid Game experience live in New York City.
- Participants must score at least 90% on Netflix’s official Squid Game Expert Quiz to enter the contest, with the winner announced after entries close on June 9.
- The campaign supports Season 3’s launch and deepens fan connection by combining exclusivity, interactivity, and real-world immersion.
The mask. The rules. The power.
Netflix is giving one fan the chance to step into the infamous red suit and become a Pink Guard — live and in character — at Squid Game: The Experience in New York City.
From June 4 to 9, fans across the U.S. can enter a new sweepstakes to win an all-expenses-paid trip and attend the "Squid Game Season 3" premiere like a VIP.
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To enter, fans must complete the quiz available on Tudum.com.
Scoring 90% or higher earns a chance to be randomly selected as Netflix’s official Squid Game Expert.
The winner will receive a four-night trip to New York, don the iconic Pink Guard uniform, and present the grand prize during Squid Game: The Experience tournament on June 16.
Fans at the Center of Squid Game
The campaign aligns with the premiere of Squid Game Season 3, marking the return of one of Netflix’s most successful franchises.
The immersive experience places the winner at the heart of the action, tapping into the trend of fandom-based activations that double as brand engagement events.
In this role, the chosen participant will guide players through the challenge and uphold the rules and intensity that Squid Game is known for.
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This includes staying in character and keeping the Pink Guard mask on at all times.
The sweepstakes closes at 11:59 PM PT on June 9.
Eligible U.S. participants aged 18 or older can enter by following Netflix on LinkedIn and completing the quiz.
The winner will be notified for a short orientation before assuming the role on June 16 and attending the global premiere on June 18.
Our Take: Are Fan Experiences Winning for Brands?
Netflix’s Pink Guard sweepstakes shows how brands can turn fans into active participants, not just viewers.
Offering exclusive roles and access creates buzz and deepens brand loyalty.
For marketers, the lesson is simple: giving fans a chance to step inside the story drives stronger engagement.
It also requires careful execution to keep the experience authentic, like the strict in-character rules Netflix enforces.
As consumers seek more meaningful connections, immersive campaigns like this will become essential.
The real challenge? Bringing your brand’s story to life in a way that feels genuine and memorable.
Last year, “Squid Game 2” broke Netflix’s record for biggest premiere with 68 million views in four days, ranking seventh among its top non-English shows.
It’s essential to partner with experienced agencies to ensure your activation delivers maximum impact and authenticity. Check out our list below:
