Netflix builds on Squid Game hype with reality show spin off

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Netflix has unveiled that it will bring its Korean original series Squid Game to life through a reality show. Titled Squid Game: The Challenge, Netflix said that this will be "the biggest reality competition series ever", with the "largest cast and lump sum cash prize", said Netflix. The game show will feature 456 real players vying for a US$4.56 million prize. Netflix announced the reality show on its social media channels. It has since garnered over 353,000 likes and 2,444 comments on Instagram and over 870,000 views and over 44,000 likes on YouTube.

The show, which will be filmed in the UK, will see players compete through a series of games inspired by the original show, along with new additions, over 10 episodes. Netflix has already kicked off its search for players as well with the launch of a microsite for English-speaking players.

Brandon Riegg, VP of unscripted and documentary series, Netflix said that it is grateful for director, writer, and executive producer Hwang Dong-hyuk's support as it turns the fictional world into reality in this massive competition and social experiment. "Squid Game took the world by storm with Director Hwang’s captivating story and iconic imagery. Fans of the drama series are in for a fascinating and unpredictable journey as our 456 real world contestants navigate the biggest competition series ever, full of tension and twists, with the biggest ever cash prize at the end," he added.

Earlier this week, Hwang announced the series' renewal at the grand finale of the Netflix FYSEE event in Los Angeles on 12 June. Additionally, Hwang penned a letter teasing the potential return of Gi-hun, the Front Man, and “the man in the suit with ddakji" (a traditional South Korean game), as well as the introduction of a new character, which was then shared across Netflix's social media channels.

Netflix's original Squid Game took the world by storm, holding the record as Netflix’s most popular series of all time with over 1.65 billion view hours in the first 28 days after its September 2021 premiere. It also ranked second on Netflix's global top 10 charts in less than a week, according to The Korea Times. The series revolves around players who would have to play high stake rounds in deadly versions of children's games. As the series continued to gain popularity, MARKETING-INTERACTIVE saw brands across Asia joining in the fun to trendjack the series with localised #Squidgames promotions.

Celebrating the renewal of Squid Game, Netflix Malaysia unveiled a massive "Red Light, Green Light" doll for a day outside Fahrenheit88. Also known as Young-hee, the doll was activated from 9 am to 11 pm on 13 June where shoppers could play a game of Red Light, Green Light. Netflix Malaysia's Instagram post also showed individuals playing the traditional Korean game of ddakji. MARKETING-INTERACTIVE understands that The Chariot Agency was involved in the activation. Netflix declined to comment further on marketing strategies for the second season of Squid Game.

Separately, Louis Vuitton appointed Squid Game actress Jung Ho-yeon as its new global house ambassador for fashion, watches and jewellery just a month after the show released on Netflix. The luxury brand said on Instagram then that Jung "perfectly embodies" the independent Louis Vuitton woman and embarks on the new journey with LV after first gracing the runway and being featured in a ready-to-wear campaign in 2017. Creative director Nicolas Ghesquiere said then he "immediately fell in love" with Jung's great talent and fantastic personality. "I am looking forward to starting this new chapter of the journey we started at Louis Vuitton a few years ago," he added.

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