As the official sponsor of Squid Game 3, Jinro gained a prime opportunity to reach an even larger global audience. Beyond simple brand exposure, the goal was to integrate Jinro’s identity and appeal organically into the Squid Game universe. Jinro also stood out as the sole branded booth at Netflix’s large-scale offline activation in New York City, where visitors could experience the games themselves. To amplify this presence, we led the creative influencer strategy, designing collaborations that magnified awareness and engagement around the activation.
To connect Jinro organically with Squid Game, we centered the content around the show’s iconic Pink Guards and framed Jinro’s collaboration goods as “tools to connect,” naturally weaving in the brand’s “Easy to Drink, Drink to Link” message in a way that fit seamlessly with the storyline. The campaign ran as a three-part video series: a teaser to spark curiosity, a main film to drive emotional investment, and a cookie clip to add a playful twist — keeping audiences engaged throughout.
Over five weeks, from pre-launch to post-launch, we produced and managed around 10 pieces of content across Jinro’s global social channels. Pre-launch content used bold, intuitive visuals to tease the collaboration, while post-launch content leveraged interactive formats like quizzes, memes, and platform-native features to spark audience participation. This approach amplified Jinro’s global brand identity and ensured the content was both view-worthy and interaction-worthy.
To showcase Jinro’s trendy and fun image, we collaborated with three key personalities:
1. #FanFavorite – Clarence Angelo (@clarence.angelo, Asian Glow Podcast): a creator with a highly engaged fandom to amplify Jinro’s exposure.
2. #CharismaticHost – Shan Rizwan (@shanrizwan): experienced in street interviews, able to facilitate fun, natural conversations around Jinro.
3. #SojuExpert – Irene Yoo (@yooeating): knowledgeable about soju culture, showcasing the Jinro booth in an informative yet engaging way.
We worked closely with these creators to develop a content strategy that leveraged their audiences while staying true to Jinro’s brand. During the offline event, we remotely managed all parties through live monitoring and real-time communication to ensure seamless execution.
