The ‘Next Game Is Served’ campaign, a collaboration between Just Eat Takeaway (JET) and Netflix for the release of Squid Game 2, won Gold at The Drum Awards. This campaign, by Dept, creatively merged the high-stakes drama of Squid Game with the comfort of a takeaway meal, engaging fans and boosting Just Eat’s brand visibility.
When Just Eat Takeaway.com (JET) partnered with Netflix for the highly anticipated release of Squid Game 2, we were challenged to create a campaign that authentically united the two brands, feeding the excitement fans had for the show’s return.
Our objectives were to:
An important take-out from the brief was that the creative idea needed to speak directly to Squid Game fans and show a deep understanding of the much-loved dystopian Korean survival thriller. Communicating ‘like a fan’ was key to extending the Squid Game universe in an authentic way that engaged people, without feeling forced.
Squid Game 2 dropped on Boxing Day, with the partnership needing to go live on the same day. As a result, the creative idea needed to tap into the time of year and capture people’s attention, especially during the first week, the tricky Twixmas period, when the vast majority of people in the UK are back home spending time with their family.
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Combining the high-stakes intensity of Squid Game 2 with the playful, comforting reality of a takeaway meal in a way that felt authentic, entertaining, and memorable—all during the competitive post-Christmas period. No pressure, right?
To deliver, we needed a culturally resonant campaign that would:
Squid Game fans love the show for many different reasons. But fan insight told us that one thing united the hungriest of them: wondering how they would perform in the challenges. Well. Why not give them the chance to find out? That seemed like something Just Eat could deliver.
Our overarching creative idea — 'The Next Game Is Served' — allowed Just Eat to bring the world of Squid Game into people’s homes. After all, home is where Just Eat and Netflix create the ultimate power play. And on Boxing Day 2024, we encouraged Squid Game fans to ditch the festive leftovers and enjoy the latest series of the show with their favourite takeaway.
The 360 campaign centred around a multisensory mobile-first game, 'ELIMINATE', which united Just Eat and Squid Game 2 in an authentic, joyful, and surprising way—with food at its core.
Developed in-house, the ELIMINATE game allowed fans across the UK & Ireland to experience the thrilling tension of the show for themselves, from the comfort of their homes; taking their viewing and ordering experiences to a whole new level.
The rules of ELIMINATE were simple: make it through a meal without getting caught in Young-hee’s terrifying gaze for the chance to take home a £10k cash prize. Players caught sipping, snacking or slurping up their last noodle were immediately eliminated.
The game combined the latest AI-powered facial detection and motion-tracking technology to produce an experience that had fans trembling as they tucked into their favourite takeaway; bringing Squid Game’s recognisable themes of suspense and thrill into Just Eaters’ homes, turning their takeaway meals into a high-stakes experience.
But there was no ‘chew-tracking’ available at the scale we needed, so we created our own. Centred around the players’ lips, it measured their movement in relation to the rest of the face, linking chewing to game progression and singling out any incorrect movements, like a user shaking their head.
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The game itself was created as a bespoke microsite, blending iconic Squid Game IP with the playful world of Just Eat, in a way that was true to the show. Players landing on the ELIMINATE splash page were greeted with Young-hee’s not-so-welcoming spinning head before scrolling through a series of Squid Game-inspired instructions paying homage to the child-like game visuals used in the show.
To drive players towards the game, we brought the campaign to life with a truly through-the-line approach. The partnership kicked off with a 30” TV spot (as well as being front and centre of the Netflix platform) depicting Just Eaters, reimagined as Squid Game players, recreating famous scenes from Season 1’s most iconic game, ‘Red Light, Green Light’, with a food-related twist.
The campaign also rolled out across VOD, OOH, creator partnerships, in-app, CRM, and social. To further dominate screens, maximise visibility, and drive results, we developed bespoke social edits and leveraged high-impact media placements, with YouTube, TikTok and Meta takeovers designed to maximise exposure across the UK and Ireland.
The result was a suite of supporting ads that balanced Squid Game’s high stakes jeopardy with the playful tongue-in-cheek world of Just Eat, that would drive TOMA at cost-effective CPMs; supported by always-on campaigns to boost engagement and consideration, while creator-led content would drive the highest retention.
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Fans could also order a bespoke Squid Game-inspired menu exclusively from the Just Eat app, allowing them to enjoy a range of reimagined Korean classics as they battled Young-hee. And local restaurants assisted by attaching Squid Game business cards, with QR codes linking players to the game.
The call-to-action “Order. Play. Win” across everything directed hungry fans to the Just Eat app where they could play the ELIMINATE game for a chance to win the £10k cash prize.
By gamifying the eating-and-watching ritual, we created a culturally relevant moment that proved people across the UK and Ireland were hungry for more. And the Just Eat x Netflix post-holiday takeover didn’t just meet expectations; it smashed them. By borrowing a piece of popular culture loved by its audience, we were able to align two worlds– bringing value to fans while positioning JET as the number one food and convenience delivery platform for Netflix fans.
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DEPT®
DEPT® is a pioneering technology and marketing services company that creates integrated end-to-end digital experiences for brands such as Google, KFC, Philips,...