Squid Game takes to the streets of Paris: an immersive street marketing campaign

The streets of Paris took on the look and feel of a series set. The breathtaking world of Squid Game, the Netflix phenomenon, was brought to the very heart of the capital by an immersive street marketing campaign orchestrated by our team. Here's a look back at a high-impact urban activation that combined play, interaction and virality.

Objectives: to immerse and encourage

The ambition was clear:

• Immerse passers-by in the dark and intriguing world of the series

• Attract them to a temporary boutique set up for the occasion in Paris

• Create an immersive experience, both physical and digital

• Generate buzz and spin-offs on social networks

  
  

The system

To bring the experience to life for the public, we devised a two-day activation in the heart of the capital:

• 10 hosts and hostesses, dressed as the emblematic characters from the series

• Direct street entertainment, with a phrase that has become cult: "Do you want to play a game?

• 20,000 cards, exact replicas of those in the series, distributed to passers-by in strategic areas (Les Halles, Palais Royal, Sentier, etc.)

• A local presence around the ephemeral boutique to encourage people to visit.

  
  

Results: a successful experiment at every level

The figures speak for themselves:

• 20,000 cards distributed in 2 days

• Record footfall in the immersive boutique

• Thousands of spontaneous interactions in the street

• Massive digital engagement with almost 600,000 likes generated on the advertiser's Instagram page

  
  

A demonstration of the power of street marketing

This operation is a perfect example of how a well thought-out activation in an urban environment can create :

• A strong emotional bond with the public

• A physical experience relayed digitally

• Viral visibility, driven by the users themselves

  
  

Inspired by the world of a cult series, the action succeeded in capturing attention, arousing curiosity and turning passers-by into active participants.

At Alternacom, we design street marketing campaigns that leave a memorable mark. Whether you're a major international brand or a more local organisation, we can help you turn your ideas into a creative, impactful and viral urban reality.