The challenge within the challenge

Squid Game: The Challenge is a reality competition based on Squid Game, the Netflix show released in 2021 to critical acclaim and commercial success. There was just one problem… fans who loved the life or death stakes of the original, or its criticisms of capitalism, wanted nothing to do with it.

How do you promote a spin-off when the show’s biggest fans despise the idea of it?

“The Price of Morals”

Ahead of the show's launch, Your Majesty worked with BBH New York on an integrated campaign—“The Price of Morals”.

BBH found the average “price” for nearly 50 immoral acts by conducting a nationwide study. From the slightly rude—peeing in a hotel pool—to the downright unthinkable—objecting at your best friend’s wedding—it turns out everyone has a price.

These insights, plus interviews with people in New York informed the content for the social media and out-of-home assets to create a buzz in the lead-up to the show’s release.

Sprinting to the spectrum of morality

In fast-paced sprints, we partnered with the BBH over just a few weeks to design and build the Price of Morals website. Whilst it was initially intended to be an iFrame experience hosted on Netflix’s fan site Tudum, both agency teams encouraged Netflix to give fans a more engaging experience through a stand-alone interactive microsite.

The campaign site enables visitors to explore the survey data and take a quiz that places them on the spectrum of morality.

Whilst the creative direction was aligned with the show’s branding, we designed and animated multiple interactive elements and transitions across the site, to offer users a fun, immersive experience.

Ahead of the launch, our development team worked to integrate the unique interactive features and all feedback. Once live, each out-of-home execution featured a QR code that led the public to explore the site and engage with the experience.

Outcomes

• Number 1 Netflix Show (US and global)

• 6 weeks and counting in the Netflix top ten (US and global)

• OG Squid Game returns to the Netflix top ten after 2 years

What's the price of your morals?

Check out the experience and take the quiz.