In anticipation of Squid Game 2, McDonald’s Australia and Netflix have introduced a world-first Squid Game Meal, which brings the thrilling Dalgona Candy Challenge to life exclusively in Australia.
The Dalgona Candy Challenge and ‘Dare to Play’ campaign, created by OMD and Akcelo, capitalizes on Squid Game’s global success by offering fans the opportunity to participate in an interactive recreation of one of the show’s most memorable and viral challenges, with thrilling rewards to be won.
Amanda Nakad, marketing director for McDonald’s Australia, says, “Squid Game is Netflix’s most-watched show, and we’re thrilled to bring this cultural phenomenon to life at Macca’s. This collaboration gives our customers and fans the unique opportunity to step into the game and experience it like never before.”
The special Squid Game Meal includes a QR code that unlocks the game, in which players race against the clock to finish the Dalgona Candy Challenge. In an unusual Australian variation, McDonald’s has replaced the umbrella sweet form with a more difficult Golden Arches ‘M’. Those that succeed will have the opportunity to earn exclusive co-branded products, with a grand prize of $100,000 going to one lucky competitor.
The mobile game includes an immersive film that reimagines key events from the classic sequence, using the original voice of Jeon Young-Soo (전영수) as the Game Instructor.
‘Dare To Play’ exemplifies McDonald’s ongoing commitment to pushing the frontiers of customer engagement with immersive, cross-platform experiences.
The campaign will increase engagement through a variety of activations, including restaurant experiences, OOH, social media, fandom pages, and a Dalgona Candy Challenge event at World Square Sydney, where the public can play in a Squid Game-themed playzone under the supervision of the Pink Guards.
This special collaboration goes beyond the meal itself. McDonald’s will be the single-title sponsor for Squid Game 2 in Australia on Netflix’s ad-supported platform, which will be released globally on Boxing Day, December 26th.