The highly anticipated second season of Netflix’s global phenomenon “Squid Game” has shattered multiple streaming records, cementing its position as one of the platform’s most successful series ever. The Korean drama’s sophomore season garnered an unprecedented 68 million views during its premiere week, claiming the #1 spot in 92 countries.
The show’s massive success follows an ambitious international marketing campaign that engaged millions of fans worldwide. Netflix orchestrated elaborate real-world experiences across 10 countries, featuring nearly 37,000 participants and 1,700 performers dressed as the series’ iconic pink guards. These immersive events, which included mazes and games inspired by the show, drew 52,000 in-person attendees and generated 6 million online engagements.
On social media, the promotional campaign achieved remarkable reach, generating 3 billion impressions across Netflix’s global channels – surpassing the lifetime social media impact of the show’s first season before the new episodes even aired.
The franchise’s success has extended beyond streaming, with the companion game “Squid Game: Unleashed” dominating mobile gaming charts. The multiplayer title reached #1 in the Action Game category on the App Store in 57 countries and topped the Free Games chart in 24 regions. In an innovative cross-media strategy, Netflix incorporated a watch-to-earn mechanism, allowing viewers to unlock in-game rewards by watching the new season.
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