Interactive Campaign For Netflix’s Squid Game

The real Squid Game shock happened on your phone.

Haus collaborated with Netflix to create an immersive Squid Game experience that bridged physical and digital worlds. The project featured an interactive Times Square activation with a mobile journey and a Snapchat Lens that allowed fans to step into the show’s universe and share their personalized player cards online.

Insights

The key twist is that HAUS built the digital half of Netflix’s Squid Game Times Square activation, bridging the live stunt with a mobile experience and Snapchat Lens that let fans step into the show and save/share a personalized player card.
HAUS says it “designed and developed the experience end to end,” focusing on a memorable digital keepsake: users scanned a QR code on site, captured a personalized photo, received a downloadable Squid Game player card, and even got a promotional coupon.
The broader campaign was a Johnnie Walker x Netflix partnership ahead of Season 2, with the physical takeover in Times Square peaking at 4:56 p.m. EST to reference 456 players; the on-the-ground spectacle included a Recruiter playing Ddakji, roaming Pink Soldiers, a giant sand-pit Red Light, Green Light setup, and the animatronic doll on billboards.
HAUS's documented contribution is the mobile journey and the Snapchat Lens — not the physical staging, costumes, or set pieces, which press coverage of the activation credits to no agency; the studio is also an established Netflix partner for always-on content, PR-facing web apps and key-art adaptation.
Josh Dean from Diageo said, “We have brand ambassadors there that were educating around Johnnie Walker Black Label,” underscoring how the activation tied entertainment spectacle to product education and the numbered Black Label bottles (001–456).