McDonald’s Australia and Netflix have brought the Dalgona Candy Challenge to life with the Squid Game Meal, only in Australia in anticipation of Squid Game 2.
Developed by OMD and Akcelo, the Dalgona Candy Challenge and ‘Dare to Play’ campaign taps into the global popularity of Squid Game, giving fans the chance to engage in an interactive version of one of the show’s most iconic and viral challenges, with exciting prizes to be won.
“Squid Game is Netflix’s most-watched show, and we’re thrilled to bring this cultural phenomenon to life at Macca’s,” Amanda Nakad, marketing director for McDonald’s Australia, said. “This collaboration gives our customers and fans the unique opportunity to step into the game and experience it like never before.”
The exclusive Squid Game Meal includes a QR code that grants access to the game, where players race against time to complete the Dalgona Candy Challenge. In a unique Australian twist, McDonald’s has replaced the umbrella candy shape with a more challenging Golden Arches ‘M’.
Those who succeed will have the chance to win exclusive co-branded merchandise, with a grand prize of $100,000 for one lucky challenger.
The mobile game also features an immersive film that reimagines key moments from the iconic scene, including the original voice of Jeon Young-Soo (전영수) as the Game Instructor.
‘Dare To Play’ demonstrates McDonald’s continued commitment to pushing the boundaries of customer engagement through immersive, cross-platform experiences.
The campaign will drive engagement through a range of activations, including restaurant experiences, OOH, social media, fandom pages, and a Dalgona Candy Challenge event at World Square Sydney, where the public can participate in a Squid Game-themed playzone under the watchful eye of the Pink Guards.
This unique partnership extends beyond the meal itself. McDonald’s will serve as the single-title sponsor for Squid Game 2 in Australia on Netflix’s ad-supported platform, coinciding with the series’ global release on Boxing Day, 26 December.
Aden Hepburn, CEO Akcelo, said in a LinkedIn post: I couldn’t be prouder to say… 🍟 x 🦑 is here, with our incredible McDonald’s x Netflix Squid Game campaign that heroes the Dalgona Candy Challenge from the show, and turns it into an immersive, fully integrated campaign that features this brilliant film, custom packaging, a connected mobile game, huge OOH, train station dominations, restaurant takeovers, social, real-world activations and the campaign is even available in Korean, voiced by none other than Jeon Young-Soo (전영수) – the official Game Instructor from the Squid Game series.
