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.
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.
Engaging Audiences with Innovative Technology: The "3 Body Problem" Launch Campaign
For the Italian launch of the Glass Onion Knives Out movie, Dude organized the event for Netflix in Milan. We curated and developed two custom digital experiences specific for the event. The two digital experience was placed in two areas of the escaping room path that was designed for the event.
Passers-by could go back in time in Milan's Piazza Tre Torri for three days and see themselves younger, as Ryan Reynolds does in the Netflix movie 'The Adam Project.'
For the launch of the third series of Narcos, we created the technological infrastructure that made possible a real-time manhunt on the streets of Lucca, using Instagram.
On the occasion of the debut of the second season of Stranger Things, Netflix Italia organized a special event for all the fans of the acclaimed TV series: a nine-episode ride to watch the adventures of Hawkins's boys.
For the italian launch of the fourth season of Black Mirror, the cult series that talks about new technologies and its impact to the people, Netflix Italia thought a really social and human experiment.
Amidst online harassment, Amigdala and Publicis collaborated on an interactive installation for the launch of "Luna Nera." Shedding light on the ongoing witch-hunt faced by women, the installation used a powerful visual metaphor to inspire viewers to take a stand against this pervasive issue.
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.
We’d love to learn more about your challenges, goals, and vision. Whether you’re ready to start a project or just exploring ideas, let’s connect and create something extraordinary together.
