Domino’s recently took the internet by storm with a marketing campaign inspired by Netflix’s global phenomenon, Squid Game. By creatively incorporating the show’s nail-biting tension into a lighthearted ad for their “Emergency Pizza” service, Domino’s proved once again why they’re a leader in innovative brand storytelling.
The Squid Game Connection: A Perfect Cultural Hook
The Squid Game craze became a cultural tidal wave, with its iconic imagery and intense survival scenarios capturing global attention. Domino’s cleverly borrowed from one of the show’s most intense moments the Dalgona candy challenge. Instead of players facing elimination, Domino’s introduced a playful twist: the real emergency isn’t life or death; it’s needing pizza when hunger strikes!
By tying their ad to a globally recognizable cultural moment, Domino’s successfully tapped into shared pop culture consciousness, ensuring instant recognition and viral potential.
A Breakdown of the Campaign
The ad shows a tense scene reminiscent of Squid Game a participant nervously holding up their fragile Dalgona candy as onlookers watch. But rather than facing elimination, the ad flips the script with humor, offering a Domino’s “Emergency Pizza” solution instead.
The brilliance of this campaign lies in its simplicity. It takes an iconic moment and seamlessly connects it to Domino’s core offering: pizza delivery. With minimal dialogue but maximum impact, the campaign sparks both nostalgia for the show and cravings for pizza.
Why This Campaign Stands Out
1. Pop Culture Synergy
Domino’s didn’t just ride the Squid Game wave; they integrated their product into the narrative in a way that felt natural. The “Emergency Pizza” concept fits perfectly with the high-stakes tone of the show, while making it humorous and lighthearted.
2. Relatability
We’ve all experienced moments of “food emergencies,” whether it’s a last-minute party or sudden hunger pangs. By framing pizza delivery as the ultimate solution, Domino’s made their ad both funny and relatable.
3. Shareability and Virality
With Squid Game’s universal appeal, the campaign was primed for virality. Viewers were likely to share the ad not just because they liked Domino’s but because it cleverly referenced something they already loved.
The Psychology Behind the Campaign
This campaign isn’t just creative it’s smart. Here’s why it works on a psychological level:
- Nostalgia and Recognition: Tapping into a familiar scene creates an emotional connection. Fans of Squid Game immediately recognize the homage, creating a positive association with the brand.
- Humor and Surprise: The twist from life-or-death stakes to pizza delivery is unexpected and funny, leaving a lasting impression.
- Hunger as an “Emergency”: By framing hunger as a crisis, Domino’s positions itself as the savior always ready to deliver.
The Power of Trendjacking in Marketing
Domino’s campaign is a textbook example of trendjacking leveraging current events or popular culture to create marketing buzz. Here’s why it’s effective:
- Increased Engagement: Associating with popular trends drives higher engagement and attention.
- Enhanced Relevance: By aligning with Squid Game, Domino’s feels timely and culturally aware.
- Cross-Demographic Appeal: Trendjacking reaches fans of the trend while reinforcing loyalty among existing customers.
Potential Risks and How Domino’s Succeeded
While trend-based marketing can be risky think of tone-deaf campaigns or forced connections Domino’s succeeded by:
- Keeping It Light: The campaign avoids controversy by focusing on humor and pizza.
- Staying True to the Brand: Pizza is the star of the ad, ensuring Domino’s core message isn’t lost.
- Executing Flawlessly: From production quality to creative storytelling, the ad feels polished and intentional.
Lessons for Marketers
1. Cultural Awareness is Key
Understanding what resonates with your audience is crucial. Domino’s knew that Squid Game had universal appeal and timed their campaign perfectly.
2. Keep It Authentic
Forced connections rarely work. Domino’s succeeded because the “Emergency Pizza” concept fit naturally within the Squid Game narrative.
3. Embrace Humor
Humor humanizes brands and makes campaigns memorable. Domino’s used humor to create a positive, feel-good connection with their audience.
Domino’s: A Brand That Delivers Beyond Pizza
This campaign is more than a one-off ad; it’s part of Domino’s broader strategy of staying culturally relevant and engaging with their audience in fun, unexpected ways. From drone deliveries to AR-enabled menus, Domino’s continually reinvents how they connect with customers.
Conclusion
Domino’s Squid Game-inspired “Emergency Pizza” campaign is a masterclass in trend-based marketing. By blending pop culture, humor, and their core product, they created an ad that resonates across demographics, drives engagement, and reinforces their brand identity.
As marketers look for ways to stand out in 2025 and beyond, Domino’s offers a valuable lesson: stay aware, stay creative, and always deliver what your audience craves whether it’s pizza or a good laugh.