The Squid Game: Webcam On? Game On!
At the end of 2024, Telenet wanted to reinforce its position as Belgium's leader in entertainment by promoting its Netflix & Streamz offer, giving customers six months for free. While the offline campaign featured celebrities caught in the show's tension, AdSomeNoise was tasked with taking the digital experience a step further.
Turning Hype into High-Stakes Interaction
We saw an opportunity to turn the massive hype around Squid Game Season 2 into an interactive, frictionless brand moment that turned passive viewers into active participants. This wasn't just about promoting a streaming offer. It was about creating a memorable brand experience that people would actually want to engage with.
"Red Light, Green Light" in Your Living Room
We developed the Telenet Squid Game, a browser-based experience inspired by the show's iconic "Red Light, Green Light" challenge. The goal was to reach the finish line of a virtual arena without being caught. Frictionless Tech: The game used motion detection via webcam to track real body movements. To move forward, you physically had to move; to stop, you had to freeze like a statue in real life. The Narrative: When the terrifying Squid Game doll looked away, you advanced. If you moved even a fraction when she turned back, you faced instant elimination. A "Daring" Experience: We didn't play it safe. We asked people to do something weird and unexpected, waving their arms and freezing in awkward poses in front of their laptops, and possibly laughing at themselves while doing it.
Belgium's First In-Browser Motion Game
This project was a benchmark in technological innovation for the Belgian market. No Barriers: It was the first time motion detection technology had been implemented this way in a browser in Belgium. There were no apps to download and no accounts to create; a simple link put you directly in the arena. Social Competition: Up to five players could compete live in the same session, adding a layer of social hilarity. A leaderboard tracked the fastest times, motivating players to return and improve their scores to win exclusive merchandise. Branded Immersion: Throughout the experience, Telenet's promotional message remained consistently present, ensuring the fun was directly tied to the brand's streaming offer.
Articles and mentions about the campaign
This project was a massive collaborative effort across strategy, creative, and development.
