Since its Season Two debut on Netflix, Squid Game continues to captivate audiences, achieving record-breaking viewership. The new season garnered 68 million views in its premiere week, surpassing the previous record held by Wednesday Season One. Now, Domino’s Pizza has entered the game—literally.
To amplify the campaign, Domino’s launched custom TV spots that cleverly reimagine iconic scenes from Squid Game season one, like “Red Light Green Light” and the Dalgona challenge. In these commercials, Domino’s Emergency Pizza arrives just in time to save the players from elimination—or at least make their demise a little more palatable.
These ads also aired on Netflix’s ad-supported platform, ensuring fans can’t miss them while diving back into the intense world of Squid Game.
“Those who watch Squid Game know that losing is the ultimate emergency,” said Kate Trumbull, Domino’s executive vice president and chief marketing officer. “But Domino’s is flipping the script, turning a heart-pounding predicament into an opportunity to deliver comfort—one slice at a time.” WAtch below:
Emergency Pizza: A Lifeline for Losers
On December 12, Domino’s gave participants of Squid Game: The Experience—a fully immersive challenge based on the hit series—a chance to win free Emergency Pizza for a year. The twist? Only the player with the lowest score in each group at the Manhattan Mall activation walked away with the prize. Their consolation comes in the form of $500 in Domino’s gift cards, tucked inside a custom Squid Game Dalgona tin presented by one of the show’s iconic Pink Guards.
“We’re thrilled to partner with Domino’s again as they continue pushing creative boundaries,” said Magno Herran, Netflix’s VP of Partner and Brand Marketing. “If anyone understands an emergency, it’s the players in Squid Game. This campaign is a fun extension of that idea, bridging the fictional tension of the show with a relatable, real-world twist.”
Domino’s Expands Its Brand Universe
This isn’t Domino’s first foray into Netflix’s world. In 2022, the brand teamed up with the streaming giant to launch its mind-ordering app in time for Stranger Things season four. Beyond Netflix, Domino’s has leaned into creative brand partnerships this year, from integrating Emergency Pizza into Amazon and Twitch’s Fortnite-inspired game The Glitch to collaborating with Olive & June for an Emergency Pizza-themed manicure kit.
Domino’s Squid Game partnership underscores its knack for blending pop culture with playful marketing, cementing its role as a brand that turns even the most dire emergencies into delicious opportunities. So, whether you’re competing in a game of life and death or just enduring an everyday pizza emergency, Domino’s has your back.
Colin Costello is the West Coast Editor of Reel 360. Contact him at colin@reel360.com or follow him on Twitter at @colinthewriter1
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