Domino’s taps into Squid Game: The Experience immersive experience for free emergency pizza offer

As the hit Netflix series approaches its season two debut on 26th December, Domino’s is connecting with Squid Game: The Experience to give away free emergency pizza to players with the lowest scores.

On 12th December, the player with the lowest score from each competing group in Squid Game: The Experience at Manhattan Mall in New York City will win free emergency pizza for a year.

“Those who watch Netflix’s Squid Game know that losing is the ultimate emergency, but we’re here to turn that around,” says Kate Trumbull, Domino’s Executive Vice President - Chief Marketing Officer.

“We’re making lemonade out of lemons for players by solving their heart pounding predicament with free pizza for a year, so they can have Domino’s whenever their next emergency happens.” 

Squid Game: The Experience is an immersive experience where players can compete in five challenges inspired by the show. A member of the Pink Guard will present the losing player out of each group with free emergency pizza for a year, awarded in the form of $500 in gift cards within a custom Domino’s and Squid Game Dalgona tin. 

This is the second time Domino’s has partnered with Netflix. In 2022, it teamed up with the streaming service in the world to launch a mind ordering app, prior to the season four premiere of Stranger Things.

“We’re thrilled to work with Netflix on yet another fun and unexpected brand integration,” says Trumbull.

As part of a broader partnership with Netflix, Domino’s has launched custom Squid Game TV spots, which showcase emergency pizza deliveries that are made in the nick of time - rescuing players from some of the most nerve-wracking moments from Squid Game season one.

"We’re excited to partner with Domino’s again as they continually push creative boundaries. Their Emergency Pizza campaign was the perfect fit for Squid Game because if anyone understands an emergency, it’s the players in the game itself," says Magno Herran, Vice President of Partner and Brand Marketing at Netflix.

"We took the most iconic games from the series and reimagined what would happen if the players had emergency pizza to save them. The custom spots will also run on Netflix's ad supported plan, so our members can see them as they watch the show, and we're excited to extend the campaign across the Squid Game universe at The Experience in New York City, where fans can enjoy emergency pizza, just like the players."

2024 RTIH INNOVATION AWARDS

Immersive experiences were a key focus area for the sixth edition of the RTIH Innovation Awards.

The awards, sponsored by Vista Technology Support, Scala, CADS, 3D Cloud, Brightpearl by Sage’s Lightning 50, Business France, and Retail Technology Show 2025, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended last month’s gathering.