Domino’s partners with Netflix for ‘Squid Game’ promotion
The world’s largest pizza retailer is integrating its new marketing campaign with a hit series on a leading streaming platform.
Domino’s Pizza Inc. is teaming with Netflix to launch an immersive promotion called "Squid Game: The Experience," which ties into the popular “Squid Game” series on Netflix, which returns for its second season on Thursday, Dec. 26.
Participating consumers can compete in five challenges inspired by the show on Thursday, Dec. 12 at Manhattan Mall in New York City. A member of the show’s “Pink Guard” will present the player with the lowest score out of each group with free “emergency pizza” for a year, awarded in the form of $500 in gift cards within a custom Domino's and "Squid Game" Dalgona tin.
This is the second time Domino's has partnered with Netflix. In 2022, Domino's teamed up with the streaming service launch a first-of-its-kind “mind ordering app,” prior to the season four premiere of the hit streaming series "Stranger Things."
[READ MORE: Domino’s transports customers to the world of ‘Stranger Things’]
"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 VP and 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."
"We're thrilled to work with Netflix on yet another fun and unexpected brand integration," said Trumbull. "Our 'Squid Game' activation brings Emergency Pizza to more people, in more places than ever in ways you never would've guessed!"
Domino's has also launched custom "Squid Game" TV spots, which showcase “emergency pizza” deliveries that are made in the nick of time – rescuing players from some of the most nerve-wracking moments from “Squid Game” season one.
The custom spots will also run on Netflix's ad-supported plan. In October 2024, Domino's made its debut in gaming by teaming up with Amazon and Twitch to integrate emergency pizza into their new game created in Fortnite, "The Glitch."
"We're excited to partner with Domino's again as they continually push creative boundaries," said Magno Herran, VP of partner and brand marketing at Netflix. "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. We took the most iconic games from the series and reimagined what would happen if the players had emergency pizza to save them."
Based in Ann Arbor, Mich., Domino’s operates more than 19,800 stores in over 90 markets.
