Netflix has unveiled an immersive OOH campaign for Alice in Borderland Season 3, starring Kento Yamazaki and Tao Tsuchiya. At Roppongi Hills Metro Hat, escalator riders are enveloped in key art that stretches across the entire ceiling, creating an atmosphere that feels lifted directly from the series’ surreal world.
How does Metro Hat bring the series to life?
The installation transforms the ceiling into a continuous visual field, immersing commuters in the unsettling and fantastical aesthetic of Alice in Borderland. The effect: a live urban portal into the show’s universe.
Where else is the campaign visible?
Beyond Roppongi Hills, Netflix extended the rollout into Shibuya—covering the underground station corridor and the outdoor Q2 point. These sites are both high-traffic and narratively relevant, as Shibuya has long been a central stage in the series itself.
Why is Shibuya significant?
Shibuya isn’t just a location—it’s a character in the story. By reactivating this setting in the campaign, Netflix ties the OOH strategy directly to the narrative arc of Alice in Borderland across seasons.
What does this reveal about Netflix’s OOH approach?
Netflix consistently uses OOH not only for scale but also for storytelling. The Season 3 campaign turns Tokyo’s transport hubs into immersive gateways, reminding fans that anticipation can be built as much in public space as on screen.
FAQs about this campaign
Where did Netflix promote Alice in Borderland Season 3?
At Tokyo’s Roppongi Hills Metro Hat with ceiling and wall art, plus Shibuya’s underground station corridor and outdoor Q2 point.
What made the Roppongi Hills placement unique?
Three escalators lead riders into a full-ceiling key art installation—an immersive OOH experience.
Why include Shibuya in the campaign?
Shibuya is a recurring setting in the series, making it a symbolic and narrative extension for the promotion.
Who stars in Alice in Borderland Season 3?
The campaign highlights lead actors Kento Yamazaki and Tao Tsuchiya.
How does this OOH reflect Netflix’s strategy?
By using large-scale, place-based activations to turn public spaces into cultural stages that mirror the series’ world.
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