Squid Game S2

Netflix wanted to turn excitement around Squid Game S2 into something audiences could actively participate in, giving fans at home a way to feel part of the launch rather than simply watch it unfold.

Big title launches spark conversation, but social coverage can often feel like passive reporting. We needed a format that captured the energy of the premiere while giving fans a reason to stay, play and share.

So we turned Instagram Stories into a live game inspired by the world of Squid Game. As events unfolded, fans made decisions and progressed through challenges designed to recreate the tension and unpredictability of the series. This transformed coverage into an entertainment experience audiences could play rather than simply consume.