McDonald's x Squid Game: Dare to Play

Objective

McDonald's Australia launched a tie-in campaign with Netflix's Squid Game season two release to drive food sales and brand engagement. The activation combined a limited-edition branded meal with a mobile game experience based on the show's iconic Dalgona Candy Challenge, creating a conversation piece ahead of the show's Boxing Day 2024 premiere.

Solution

McDonald's released exclusive Squid Game Meal boxes containing a QR code that unlocked an immersive mobile game experience. Players engaged with a digital adaptation of the Dalgona Candy Challenge, with a localized twist: the traditional umbrella, circle, and triangle shapes were replaced by the McDonald's 'M' logo. The campaign included real-world activations and was executed across McDonald's locations in Australia from December 11, 2024 to January 7, 2025.

Results

Over 1 million Squid Game Meals sold out nationally. The promotion increased average basket size by 50% during the campaign period. Media reach totaled 43.2 million impressions with 127+ press mentions. Social media engagement exceeded 2 million impressions.