For the launch of Squid Game Season 2, Netflix collaborated with the creative agency DUDE, which further partnered with Amigdala to bring a unique and immersive digital experience to Lucca Comics & Games 2024. This collaborative effort aimed to captivate Italian audiences by transforming the environment into a space where the game feels real. The experience featured challenges inspired by the series and provided exclusive access to a Squid Game Night held in a specially designed dormitory, amplifying the excitement around the season's premiere.
Amigdala played a crucial role in developing a comprehensive digital platform, featuring an interactive web app and the Player Wall, enabling visitors to actively engage with the Squid Game universe. The platform included a management and moderation section for handling selfies, code verification, and participant registration. Additionally, the backend provided continuous monitoring to ensure maximum security and functionality throughout the event.
DUDE’s creative vision laid the groundwork for an unforgettable experience, positioning Lucca Comics & Games as the ideal setting for fans to immerse themselves in the Squid Game universe. Visitors were welcomed by influencers and a preview of Season 2, invited to participate in themed challenges, and given the chance to win a spot in the Squid Game Dormitory—a unique overnight stay experience.
Given the limited connectivity in the Lucca Comics area, the platform was optimized to be as lightweight and fast as possible, providing a smooth user experience even with unstable connections. The app met all regulatory requirements, ensuring transparency and compliance.
Visitors accessed the web app via a QR code, allowing them to register, take personality tests, and upload themed selfies.
Fans could upload a selfie, which was then framed with a diamond-shaped border and assigned a unique player number from 1 to 456, just like in the series. This playful feature gave each participant a distinctive identity, prominently displayed on the Player Wall above the pavilion entrance, making fans an integral part of the event. This effect recreated the show’s iconic player imagery, enhancing the fan experience.
Participants were given wristbands with QR codes granting access to the challenges. Upon completing each game, unique codes were uploaded to the platform to determine the winners of the exclusive Squid Game Night experience.
During the day, the Netflix pavilion welcomed fans, immersing them in Squid Game-themed activities and announcing the Dormitory contest. By night, the pavilion transformed into an exclusive space where only contest winners could stay, spending the night in a setting meticulously recreated to reflect the aesthetic of the series.
The campaign successfully blended digital and live experiences, engaging the audience in an immersive and dynamic way. Amigdala’s platform enabled Netflix and DUDE to connect with fans in a high-energy, interactive environment. The moderation and tracking system within the web application ensured a secure, compliant, and reliable user experience.
With DUDE’s creative direction, Amigdala helped Netflix deliver a high-impact, memorable experience at Lucca Comics 2024. The seamless integration of digital interactivity with physical event elements drew fans deeper into the Squid Game universe, turning Lucca Comics into an exciting stage for an epic Season 2 launch.
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