After a significant hiatus of 39 months, Netflix was set to launch Season 2 of its hit series Squid Game. The marketing team, spearheaded by CMO Marian Lee, faced the daunting task of reigniting the passion viewers had for the show. Unlike the spontaneous success of the first season, the marketing strategy for the second season demanded a proactive and engaging approach, including global events where iconic characters like the Pink Guards made appearances to attract attention and draw an audience back.
When Netflix was finally ready to bring back its massive international hit TV series Squid Game for Season 2 after a three-year hiatus, it had a unique marketing challenge: remind people why they fell in love with a Korean action drama that revolves around a murderous contest.
Marian Lee, chief marketing officer at Netflix, says there was an excitement internally to re-create that phenomenon, but also a ton of pressure on her teams.
Convincing people to come back to watch the second season is an entirely different proposition than being surprised and having some fun with it.
What came next was a worldwide full-court press of entertainment marketing, Pink Guards were deployed at events, activations, and press appearances around the planet.
Collection
[
|
...
]