KFC Italy teamed up with Netflix to turn Squid Game into a real-life dining adventure.
From Screen to Street: Squid Game Comes to Life
To mark the return of Squid Game Season 3, premiering June 27, KFC joined forces with Netflix to create a one-of-a-kind experience that captivated fans across Italy. Branded as “Squid Game per KFC: The Experience,” the campaign transformed four restaurants in Livorno, Milan, Palermo, and Rome into dystopian arenas inspired by the global hit series. The idea? Let fans feel the suspense and thrill of the show while enjoying an exclusive, Korean-inspired KFC menu.
The Mysterious Invitation That Started It All
In true Squid Game style, the activation began with an enigmatic invite: a small paper card distributed via social media and street teams—just like in the show. Recipients who called the number on the card received cryptic clues shared through KFC’s and Netflix’s social channels. These led to a limited number of fans being selected for the live experience. This multi-channel scavenger hunt not only built anticipation, but also showcased the power of guerrilla marketing in creating viral engagement.
Fans Taken on a Journey, Squid Game Style
Participants weren’t just told where to go—they were picked up in unmarked vans from cities without KFC locations, such as Pisa, Varese, Trapani, and Latina. Escorted by actors in iconic pink Squid Game uniforms, they were driven to the specially prepared restaurants. The theatrical delivery made it feel like fans were joining the actual competition—without the danger, of course. This strategic decision not only extended the brand’s reach but sparked conversation in communities where KFC has yet to open stores.
A Korean Menu Built for Drama and Flavor
The culinary centerpiece of the campaign was the Korean Bucket—available until July 21 in all KFC Italy stores. Fans could choose between 10 crispy Tenders or 12 Hot Wings, both glazed with freshly made spicy Korean sauce. Also on the table: a Korean Burger, served in single or double format. The limited-edition menu added a taste of Seoul to the Italian dining scene and gave fans a reason to return, even after the campaign ends.
Inside the Restaurants: Immersion Meets Marketing
The campaign, crafted by Kiwi – Uniting Group, is a masterclass in experiential marketing and OOH storytelling. By merging digital engagement, influencer content, and physical activations, KFC and Netflix demonstrated how storytelling, fandom, and food can intersect to drive cultural relevance. And by selecting cities without restaurants, KFC also smartly teased future expansions, building demand where it doesn't yet exist.
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