MAHOU x SQUID GAME
Open the game- Brand
- MAHOU
- Year
- 2025
- Objective
- Awareness
- Industry
- Food & drink
- Platform
- Web
- Agency
- MRM Spain
Objective
MAHOU partnered with Netflix to capitalize on the Squid Game Season 3 premiere (June 27, 2025), launching a limited edition beer collaboration featuring character-inspired packaging. The campaign aimed to drive brand engagement and can sales across Spain through an interactive multi-channel promotion that merged product promotion with entertainment value and gamified rewards.
Solution
A WebGL-based interactive experience showcased the limited edition Mahou Clásica and Cinco Estrellas cans with Squid Game character designs. Players accumulated points through multiple mechanics: purchasing limited edition cans (10€ receipt = 300 points) and participating in a blue-button mini-game (100 bonus points). The campaign featured photo booth activations that assigned players Squid Game character numbers, TikTok's 'Choose Your Side' challenge, YouTube video spots, and in-bar activations with bottle collar codes. Live city events occurred in parallel, including a documented activation at Segovia's Plaza Mayor. Prize tiers ranged from 300 to 1,200 points, with the top prize being a trip to Seoul for two people.
Results
Not published.
