Influencers Take Center Stage in Ayzenberg’s Squid Game: Unleashed Campaign

Netflix Games captured the attention of the game industry’s biggest names—as well as a record-breaking 154 million people live streaming the event from home—during The Game Awards with a unique segment takeover featuring The Front Man, the imposing masked overseer from Netflix’s Squid Game series. The reason? To announce the launch of Squid Game: Unleashed, a party royale mobile game inspired by the globally popular series.

As part of this milestone at the most-watched TGAs in history, Ayzenberg and ION, our influencer marketing division, collaborated with Netflix Games to unveil an integrated campaign combining influencer-driven activations and immersive fan experiences with some of our favorite personalities in the space.

Influencer Activations

For this activation, Ayzenberg and ION tapped 34 influencers who engaged with their communities in a variety of ways, including streaming their live reactions to the TGAs and incorporating the game’s promotional video mid-stream. We ensured these activations aligned seamlessly with Netflix Games’ messaging, creating a ripple effect across platforms during the most live streamed TGAs in history.

Key personalities included Emiru, Fuslie, Sykkuno, BBno$, JasonTheWeen, CourageJD and Symfuhny, among others.

Squid Game Season 2 Premiere and Fan Event

Netflix Games also hosted a Squid Game Season 2 Fan Event and Premiere at the Los Angeles City College (LACC) track and field. The event brought the series to life with interactive booths like the Night Market, Marbles, and Red Light Green Light, each recreating iconic moments from the show.

Fans attending the event participated in a 4.56K fun run, donning the iconic green jumpsuits, and competed for exclusive access to an early screening of Season 2, Episode 1. For those unable to attend, streamers offered a virtual lens into the experience, live streaming key moments and sharing personal highlights.

Post-Launch Engagement

Squid Game: Unleashed officially launched on December 17th. To keep up the momentum from the segment takeover at TGAs, we helped support the game’s release by activating live demonstrations from over 50 influencers who showcased gameplay mechanics and interacted with their audiences in real-time.

TikTok Filter

We also made sure fans on social could become a part of the Game by partnering with TikTok to create a custom Squid Game filter. This filter allowed fans to engage in the game’s universe through short-form, creative content. Paired with a TikTok Branded Effect campaign, this initiative leveraged social creativity to amplify visibility and encourage participation across demographics.

The Impact of Collaboration

The success of Squid Game: Unleashed underscores the power of integrated influencer activations, immersive real-world events, and social media collaborations. From the excitement of live reactions to the buzz generated by the fan event and TikTok Filter, the multi-faceted approach ensured broad engagement and meaningful connections. 

Squid Game: Unleashed is now available to download and play, bringing the world of Squid Game into players’ hands.