Domino’s Pizza is making a dramatic debut at Squid Game: The Experience in New York City. The mega company has teamed up with Netflix to bring a slice of comfort to the chaos of the Squid Game universe. If you get to be one of the players with the lowest scores during the immersive Squid Game experience you won’t leave empty-handed—because Domino’s is giving away free pizza for an entire year. Yes, you heard that right. Free pizza. And that’s not all—this isn’t your typical pizza promotion. In true Squid Game fashion, it’s a high-stakes reward for those who need it most. Shall we learn more?
What’s the deal?
On December 12, players in the Squid Game: The Experience at Manhattan Mall, New York, will face off in a series of challenges inspired by Netflix’s smash-hit series. But here’s the twist: If you manage to be the player with the lowest score in your group, you’ll win Emergency Pizza for a year. Domino’s has partnered with Netflix to award $500 worth of Domino’s gift cards to each of these “losers,” ensuring that even if you can’t survive the deadly games, you’ll at least survive your next meal with pizza. The prize? It’s not just any pizza—this is Emergency Pizza, a clever concept from Domino’s that ties perfectly into the high-drama world of Squid Game. In the game, losing means everything, but Domino’s is here to prove that even in defeat, you can still enjoy a slice of victory.
“Those who watch Netflix’s Squid Game know that losing is the ultimate emergency, but Domino’s is here to turn that around,” said Kate Trumbull, Domino’s executive vice president – chief marketing officer. “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.”
For those unfamiliar with Squid Game, the show is a deadly competition where players compete in life-or-death games in hopes of winning a huge cash prize. The stakes couldn’t be higher. So, if you’re going to lose in a high-stakes survival challenge, it’s only fitting that your consolation prize is something that everyone loves—pizza.
Pushing creative boundaries!
This isn’t the first time Domino’s has used its creativity to make waves in the world of brand partnerships. In 2022, they teamed up with Netflix for a Stranger Things-themed mind-ordering app. The collaboration with Netflix’s Squid Game is a clear strategic move that taps into a global pop culture phenomenon. The first season of Squid Game was a cultural boom, with millions of viewers worldwide captivated by its gripping storyline and drama. With season two set to drop on December 26, Netflix’s Squid Game is once again poised to dominate entertainment discussions. For Domino’s, associating with such a massive global brand helps position the company as a key player in conversations around both pop culture and culinary experiences. Domino’s is known for its ability to turn food into a part of everyday life, but with this campaign, they’re also inserting themselves into the narrative of what’s set to be one of the most talked-about shows of the year. Creating engaging, memorable experiences is crucial in maintaining relevance and expanding a company’s reach. It’s no longer enough to simply promote a product; consumers are looking for brands that offer an experience, evoke emotions, and connect with them on a deeper level. In a world where consumers are increasingly bombarded with advertising, Domino’s is making sure its message stands out by aligning with the cultural moments that matter most.
“We’re excited to partner with Domino’s again as they continually push creative boundaries. Their Emergency Pizza campaign was the perfect fit for Squid Game because if anyone understands an emergency, it’s the players in the game itself,” said Magno Herran, vice president of partner and brand marketing at Netflix. “We took the most iconic games from the series and reimagined what would happen if the players had Emergency Pizza to save them. The custom spots will also run on Netflix’s ad-supported plan, so our members can see them as they watch the show, and we’re excited to extend the campaign across the Squid Game universe at The Experience in New York City, where fans can enjoy Emergency Pizza, just like the players.”
Step into the future!
The Squid Game activation is a testament to how the food industry can push the envelope when it comes to marketing. With more consumers shifting toward digital experiences and immersive content, partnerships like this one are an important strategy for staying ahead of the curve. This collaboration is more than just a fun promotion; it’s a testament to how brands can use cultural moments to expand their reach and enhance their positioning.
Wanna know more? Talk to our team!
