Marketing

Domino's, Netflix bring Emergency Pizza to Squid Game: The Experience

Photo: Domino's Pizza

December 3, 2024

Domino's Pizza and Netflix have teamed up to bring the Domino's Emergency Pizza to Squid Game: The Experience. As "Squid Game" nears its season two debut on Dec. 26 on Netflix, Domino's will give away free Emergency Pizza for a year to players with the lowest score. On Dec. 12, the player with the lowest score from each competing group in Squid Game: The Experience at Manhattan Mall in New York City will win free Domino's Emergency Pizza for a year, according to a press release.

"Those who watch Netflix's 'Squid Game' know that losing is the ultimate emergency, but Domino's is here to turn that around," Kate Trumbull, Domino's executive vice president — chief marketing officer, said in the press release. "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."

Squid Game: The Experience is a fully immersive experience based on Netflix's 'Squid Game' series. Players can compete in five challenges inspired by the show. A member of the Pink Guard will present the losing player out of each group with free Emergency Pizza for a year, awarded in $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 most popular streaming service in the world to launch a first-of-its-kind mind ordering app, prior to the season four premiere of Stranger Things.

"We're thrilled to work with Netflix on yet another fun and unexpected brand integration," Trumbull added. "Our Squid Game activation brings Emergency Pizza to more people, in more places than ever in ways you never would've guessed!"

Magno Herran, VP of partner and brand marketing at Netflix, said the company is excited to partner with Domino's again as the brand pushes creative boundaries.

"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," Herran said in the press release. "We took the most iconic games from the series and reimagined what would happen if the players had Emergency Pizza to save them. The custom spots will also run on Netflix's ad-supported plan, so our members can see them as they watch the show, and we're excited to extend the campaign across the Squid Game universe at The Experience in New York City, where fans can enjoy Emergency Pizza, just like the players."

Domino's operates more than 21,000 stores in more than 90 markets.