Squid Game
Telenet
Telenet
At the end of 2024, Telenet tapped into the hype of Squid Game Season 2 to promote its Netflix & Streamz offer, offering the combo six months for free. To go beyond traditional awareness, we created an interactive experience that let people physically play the iconic “Red Light, Green Light” challenge. The Telenet Squid Game was the first browser-based motion detection game in Belgium, using only a webcam to track players’ movements. Up to five players could compete live, while a leaderboard and prizes fueled replay. No apps, no downloads, just instant play. The result was a frictionless and memorable brand experience that blended entertainment, culture, and technology, turning passive viewers into active participants.
The Challenge
The primary objective was to promote Telenet’s Netflix & Streamz, offering this combo six months for free for new clients. Instead of repeating the message in a traditional way, we wanted to create deeper engagement and generate positive brand association by linking the promo to a cultural moment. With the release of Squid Game Season 2, we saw an opportunity to connect the brand with a global entertainment hype in a fresh, interactive way.
Our Approach
We developed the Telenet Squid Game, a fully browser-based interactive game inspired by the show’s “Red Light, Green Light” challenge. Players used motion detection via their webcam to move and freeze in real life, creating a surprising and immersive experience. The game allowed up to five players to compete live, while a leaderboard encouraged replay. The top scorers won exclusive Squid Game merchandise and streaming bundles. To drive traffic, we used targeted campaigns on Meta and YouTube, supported by a short video ad that introduced the gameplay and highlighted how easy it was to join. The campaign was designed to be frictionless: no downloads, no apps, just a link and a webcam.
Results
The campaign achieved strong engagement and organic amplification. The Telenet Squid Game attracted 12,489 unique players, each averaging 2.4 plays, showing high replay value. On average, participants spent more than six minutes actively interacting with the brand. Even with limited media spend, the game spread organically, as players shared their experience and invited friends to join. While playing, the promotional message “New clients get Netflix & Streamz six months free” was consistently present, ensuring a clear link to the business objective.