The next game is served

Client: Just Eat x Netflix

When Just Eat and Netflix joined forces for the much-anticipated launch of Squid Game 2, it was clear this campaign would be anything but ordinary. DEPT® was the creative powerhouse behind the execution, challenged with creating a campaign that united the two brands, and fed the excitement fans had for the show’s return. And ‘The Next Game is Served’ saw Just Eat bring the world of Squid Game into people’s homes. After all, home is where Just Eat and Netflix create the ultimate power play.

The 360 campaign centred on a multisensory game, ELIMINATE, which united Just Eat and Squid Game 2 in an authentic, joyful, and surprising way—with food at its core–and allowed fans to experience the thrilling tension of the show for themselves. The rules of ELIMINATE were simple: make it through a meal without getting caught in Young-hee’s terrifying gaze for the chance to take home a £/€10k cash prize. Players caught sipping, snacking or slurping up their last noodle were immediately eliminATEd.

Supported by TVC, VOD, OOH, creator partnerships, in-app, CRM and bespoke social edits; fans flocked to play the game in their hundreds of thousands, racking up years’ worth of gameplay. By borrowing a piece of popular culture loved by its audience, we were able to align two distinct worlds with a bold, immersive experience that captured the attention (and appetites) of people across the UK and Ireland; positioning Just Eat as the number one food and convenience delivery platform for Netflix fans.