THE WEIRDEST THRIFT HUNT THAT SENT FANS SEARCH FOR GEAR WORN BY SEASON 1's VICTIMS 😱🤯
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So, yes, sue us, cuz we teased it a bit 👆👆👆
🩸 FOLLOWED BY THE BLOODY LAUNCH 🩸
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OK, BUT CAN YOU TELL ME WHY IS THIS RELEVANT FOR ROMANIA?
GLAD YOU DIDN'T ASK, 'CUZ I'LL TELL YA' ANYWAY, SO BLOODY SCROLL!
(sorry for yelling, got caught by the show's tone-of-voice) 🤭
CONTEXT 🔍
Historically, Romania has lacked access to rare memorabilia or limited-edition items. That’s why people have formed a culture around finding goodies, thrifting and doing whatever they can to get their hands on really cool, unique items.
SPARK-OF-IDEA 💥
This love for the search inspired Netflix to create a bold campaign for the launch of Squid Game’s upcoming season - a hunt for the weirdest memorabilia from the first season: the victims’ tracksuits.
The tracksuits also came with a tag
containing the timecode of when the player expired 🏷
454 of the iconic green tracksuits were replicated 1:1 as they were last worn by the players and scattered around thrift shops in Bucharest.
They all bore the marks of each player’s elimination, with obvious signs of blood, bullets, as the iconic deaths were thoroughly studied to recreate each character’s arc and ultimate game liquidation.
Tracksuit no. 456 served as a hunt-cookie, the one memorabilia that directly connects fans with the second season by giving 'em the chance to literally experience it even before the launch. I smell some main character energy here 👃
THE HUNT
Vicious as the show itself: fans were invited on a dedicated site where they were put to a test - show their season 1 knowledge, solve the clues and unlock the partner thrift shops.
At the partner stores they were greeted by a Pink Guard and put to a final challenge to keep the green tracksuit: leave the store with the tracksuit on and their clothes in a trashbag, to be true to the show where characters were required to let go of their usual life to join the games.
THE STOCK WAS LIQUIDATED BEFORE THE CAMPAIGN ENDED
It quickly became the talk of the town, with influencers gathering in their communities and all stock being liquidated from all 13 partner thrift shops in just 4 days.
Now, 454 fans walk around the city with their blood stained and bullet-shot tracksuits, ready for the next Squid Game season.
That’s how Netflix gave fans an experience that worked as an immersive Season 1 recap, all in order to get them excited about the new season’s launch.