#USA #New York #Netflix #Domino's Pizza #Squid Game

Domino's and Netflix Join Forces for Emergency Pizza Experience

In an exciting new partnership, Domino's Pizza Inc. (NYSE: DPZ) is teaming up with the mega-popular streaming platform Netflix Inc. (NASDAQ: NFLX) to introduce an exhilarating experience inspired by the hit series, Squid Game. As the much-anticipated second season approaches its release on December 26, 2024, Domino's is set to showcase its unique activation, dubbed Squid Game The Experience, where players can compete under high-stakes conditions reminiscent of the show.

What's Happening?

Starting on December 12, participants with the lowest scores in each competitive group at Squid Game The Experience in New York's Manhattan Mall will receive a year’s supply of emergency pizza from Domino's. Each winner will receive a gift card totaling $500, fully equipped to provide delicious pizzas during their moments of crisis.

"Those who watch Squid Game on Netflix understand that losing is the ultimate emergency, but Domino's is here to remedy that situation," stated Kate Trumbull, the Executive Vice President and Chief Marketing Officer at Domino's. By leveraging the high-stakes environment for players, this collaboration aims to alleviate the tension with a year-long supply of pizza right when they need it most.

Immersive Experience Inspired by the Series

Squid Game The Experience is a fully immersive attraction modeled on the Netflix series, featuring five challenges inspired by iconic moments in the show. A Pink Guard (an emblematic character from the series) will present a surprised player with their lifetime pizza prize as a consolation for coming in last during competitions. This creative integration of marketing serves not only to entertain but also to ensure players enjoy their time without discomfort.

This partnership marks the second collaboration between Domino's and Netflix. The first was in 2022, when the pizza giant launched a mind-ordering app ahead of Stranger Things season four. Trumbull expressed her excitement to partner again with Netflix, noting, "Our Squid Game activation brings emergency pizza to more people than ever before in ways no one could have imagined."

Expanding the Emergency Pizza Campaign

Domino's has recognized the burgeoning trend of 'emergency pizza' in contemporary culture and has begun to integrate this theme across various marketing strategies. Just last October, Domino's entered the gaming world by collaborating with Amazon and Twitch, incorporating emergency pizza challenges within the popular game Fortnite. This innovative approach not only expands their brand reach but also highlights the pivotal role that pizza plays in entertainment.

Moreover, Domino's has worked alongside Olive & June to create pizza-themed beauty kits, showcasing their agile adaptability in cross-industry partnerships.

As part of a broader initiative, Domino's also launched personalized Squid Game-themed TV advertisements highlighting emergency pizza deliveries during moments of intense drama from season one. As Magno Herran, Vice President of Marketing Partnerships and Brands at Netflix emphasized, “The match between our emergency pizza campaign and Squid Game is perfect, as those who understand emergencies best are the players themselves."

In alignment with Netflix, these unique advertisements will air on their ad-supported plan, ensuring that fans can encounter the thrill of emergency pizza whilst enjoying their favorite series.

The Cultural Impact of Squid Game

The power of Squid Game has had a substantial cultural impact since its debut in 2021, quickly becoming Netflix's most popular title and creating waves globally for Korean content. The series stirred considerable interest in K-content, sparking an avalanche of viral moments and seemingly unprecedented demand for merchandise related to the show, including costume ideas and character remakes for Halloween.

Since its explosive arrival, Squid Game has secured a legacy that includes historical achievements such as winning multiple Emmy Awards, further solidifying its place in the pop culture landscape. The excitement does not stop here; the franchise continues to expand with offerings such as Squid Game The Challenge, a reality competition series, and Squid Game Virtuals, an award-winning virtual reality experience. The third and final season is slated for release in 2025, promising even more thrilling content ahead.

About Domino's Pizza

Founded in 1960, Domino's Pizza remains the world's largest pizza chain, with over 21,000 stores worldwide across more than 90 markets. The brand consistently sees strong sales, reporting over $18.9 billion in retail sales in the last four quarters as of September 2024. Most notably, over 85% of U.S. sales in 2023 were driven through digital channels, underscoring Domino's commitment to innovation.

For more information on Domino's emergency pizza initiatives, visit dominos.com/emergencypizza.