Dive Brief:

• Domino’s is again teaming with Netflix to bring its Emergency Pizza promotion to players of the deadly “Squid Game” contest ahead of the popular series’ second season, according to details shared with Marketing Dive.
• The partnership includes two co-branded spots running on Netflix’s ad-supported platform and linear TV in addition to a promotion at “Squid Game: The Experience” in New York City that will reward the lowest-scoring players with free Emergency Pizzas for a year. 
• The campaign, created with Domino’s agency of record WorkInProgress, marks the second time the pizza chain has partnered with Netflix around one of its TV programs and demonstrates how the streamer is developing as an advertising platform.

Dive Insight:

The latest stunt from Domino’s is the first since Kate Trumbull officially took over as chief marketing officer for the brand on Nov. 1. Indeed, it was Trumbull, previously Domino’s chief brand officer, who oversaw the development of the Emergency Pizza program, which has been central to the chain’s marketing efforts over the past few months. The program, which debuted last year, has helped reinvigorate sales and resulted in two million people joining the chain’s loyalty program.

The co-branded campaign with Netflix includes two new video spots depicting how the Emergency Pizzas can be useful in the high-stakes games within the world of “Squid Game.” In the first, which debuted during a college football game on Nov. 30, a player is caught moving in the game of “Red Light, Green Light.” Before meeting his fatal end, however, he orders an Emergency Pizza, which is delivered through a trap door in the playing field. The extra movement distracts the automatic weapons and ultimately saves the player’s life.

In a second spot, a player breaks the Dalgona cookie she is attempting to carefully cut out. Before a Pink Guard member approaches to mete out the punishment, the player orders an Emergency Pizza, which is offered as a bribe in return for a perfect cookie and a chance to complete the game. The spots, directed by Oscar-nominated director Ted Melfi, will run on Netflix’s ad-supported platform, linear television and co-branded paid and organic social.

Additionally, Domino’s will be a part of the play at “Squid Game: The Experience” in New York City. In the immersive experience, players compete in five challenges inspired by the show. On Dec. 12, Domino’s will award the lowest-scoring player from each group with a prize of $500 in gift cards to order free Emergency Pizza for a year. The second season of “Squid Game” debuts on Dec. 26. 

“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,” said Magno Herran, vice president of partner and brand marketing at Netflix, in a statement.

Domino’s previously partnered with Netflix on a “mind-ordering app” as part of a promotion with the streamer’s “Stranger Things” series. The collaboration demonstrates the ways that Netflix is working to partner with brands as it develops its ad platform.