Here’s yet another Netflix collab with a famous food brand ahead of the launch of Squid Game Series 2. America’s #1 Korean food brand, bibigo, and Netflix’s most popular show have collaborated to create a challenge for fans (of both), in a campaign deviously designed by Rethink New York. The new campaign invites fans to visit bibigo’s social pages (TikTok, Instagram and X) to put their love for the show to the test.
They have to find the missing digits from a mysterious phone number, which can be spotted across the US on unbranded billboards and cards. The incomplete phone number mimics the recruitment card featured throughout the series, a reference only true Squid Game fans can decode. bibigo invites fans to scour Season 1 for clues, find the missing digits and call for a chance to get free bibigo products to enjoy while watching the new series.
The Squid Game invitation card from Season 1 has become a recognisable image in pop culture, inspiring countless recreations, from party invitations, to experiences. Special limited-edition Squid Game X bibigo product packaging will also be available to celebrate the new season.
“There’s no better way for fans to get ready for another exciting season of Squid Game than by taking part in a challenge that brings the show to real life,” said Federico Arreola Carrazco, vice president, marketing for bibigo. “bibigo dumplings are the ultimate Squid Game snack – and we want to get them into the hands of fans just in time for the start of the new season. We’re excited to add Korea’s #1 food brand bibigo to the mix.”
“We know how Squid Game fans are hungry for all the ways they can be more immersed in the Squid Game universe,” added Xavier Blais, executive creative director at Rethink. “In the show, the recruitment card is the catalyst for the main character to enter the Game. We wanted to follow the same structure for fans by creating a challenge that starts with the card, a symbol that Squid Game superfans automatically recognize, but also giving them a challenge and a reward: Crack the code, call the number, win bibigo products. Having America’s favourite Korean snacks to enjoy while watching season 2 of this iconic Korean show. It’s kind of like chicken wings and nachos for watching the Super Bowl. It could not have been a better fit.”
Credits
Client: Bibigo
Vice President: Federico Arreola Carrazco
Marketing Directors: Megan Elliott & Susan Mainquist
Marketing Manager: Michelle Hwang
Communications Director: Christa Bundt
Social: Eric Boelter
Marketing Associates: Joshua Aune & Morgan McCarthy
Marketing Manager: Sophie Kohl
Creative Agency: Rethink
Chief Creative Officer: Aaron Starkman
Chief Strategy Officer: Sean McDonald
Executive Creative Director: Xavier Blais
Creative Director: Jonathan Lavoie
Copywriter: Nicolas Dubois
Art Director: Claudia Barbiero
Head of Strategy: Pascal Routhier
Strategy Director: Clément Martin
Managing Director: Mélanie Châteauneuf
Account Director: Victor Brunton
Account Manager: Samantha Isings
PR Director: Kristel Dupont
PR Specialist: Claire Tam
Producer: Marie-Pier Lavoie
Production Directors: Kyle Hicks & Kate Spencer
Studio Manager: Jonathan Cesar
Studio Director: Tom Pettapiece
Developer: Ken Malley
Motion Designer: Yoan Boisjoli
Photographers: Paul McGeiver & Maria Jose Govea
