Netflix MY teases Squid Game takeover ahead of season three launch

Netflix is bringing Squid Game to Malaysia as part of a campaign to build excitement for the hit series’ highly anticipated third and final season.

The campaign kicked off on 11 June with a social post teasing an activation from 27 to 29 June at Lalaport Bukit Bintang. In conversation with A+M, Netflix said the activation will offer an immersive arena experience “where haunting memories, games and unforgettable moments come alive.” More than just a tribute to the Korean series, the event will feature iconic Squid Game elements for photo opportunities, games inspired by the latest season, and prizes for fans.

To drive anticipation, Netflix has released a series of playful videos. One reimagines fan-favourite character Choi Su-bong (better known as Thanos) in a local parody starring Malaysian actor Amir Ahnaf, who puts a fresh spin on the character while revisiting iconic scenes such as 'Red light, green light', the 'Round and round' game, and the dreaded ‘fork’ moment.

Don't miss: Malaysian commuters have their own Ddakji man as Squid Game hits Ampang Park MRT

The video also features personalities Melissa Tan, Shaqur, Aravinn Vharmaan, Aush and Allen and is available on Facebook, Instagram, TikTok and YouTube.

Other videos spotlight the show’s pink guards from inviting viewers at Lalaport Bukit Bintang to play, to engaging in everyday Malaysian activities such as visiting tourist sites, ordering from street stalls, and even playing ddakji with a cat and a businessman.

One video even sees a guard doing laundry at a laundromat, before exiting the store and leaving a business card on the ground. 

The campaign also features a giant business card crashing into various locations including train stations, intersections, train tracks and busy highways, revealing the activation's details at Lalaport Bukit Bintang. 

Netflix Malaysia is working with its agency teams across marketing and publicity, such as The Clan, Trapper Media, GOOD PEOPLE NETWORK, and Inspyr PR. In addition to the activation, Netflix said it will also create bespoke assets which resonate with the Malaysian audience.

This campaign follows Netflix Malaysia's efforts earlier in January this year to generate buzz around the show's second season release. The earlier campaign saw the hit series taking over MRT Ampang Park station where commuters and fans were met with an immersive activation featuring pink guards, a man in a suit known as 'Ddakji man' and a giant doll named Young-hee.

As part of the campaign, fans were invited to channel their inner Player 456 in a series of interactive elements and photo opportunities mirroring the show. Fans could also recreate their own Squid Game experience from the infamous player registration grid to the maze staircase. 

Train cabins were also taken over with wraps featuring the show and billboards surrounding the station featuring the second season's bright pink posters. A 22-feet tall statue of Young-hee was also constructed nearby the station. 

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