McDonald’s Australia has teamed up with Netflix to launch a world-first Squid Game Meal as part of the ‘Dare to Play’ campaign. The campaign, orchestrated in collaboration with OMD and Akcelo, coincides with the release of Squid Game season two on Boxing Day.

The campaign includes the Dalgona Candy Challenge, an interactive game based on a viral challenge from the show, with prizes up for grabs. The campaign will also feature activations across Out-Of-Home (OOH), social media, fandom pages, and a Squid Game-themed Dalgona Challenge event at World Square Sydney – a host of activations designed to set a new bar for experiential activity for the two brands.

The Squid Game Meal includes a QR code that grants access to the game, where players race against time to complete the Dalgona Candy Challenge. McDonald’s has replaced the umbrella candy shape with a more challenging Golden Arches ‘M’ for the Australian version of the game. Players who succeed in the game have the chance to win exclusive co-branded merchandise, with a grand prize of $100,000 for one lucky challenger.

The mobile game features an immersive film that reimagines key moments from the iconic scene, including the original voice of Jeon Young-Soo (전영수) as the Game Instructor.

“Squid Game is Netflix’s most-watched show, and we’re thrilled to bring this cultural phenomenon to life at Macca’s. This collaboration gives our customers and fans the unique opportunity to step into the game and experience it like never before,” said Amanda Nakad, Marketing Director for McDonald’s Australia.

Emily Bosler, OMD Managing Partner for McDonald’s, added, “This golden partnership allows us to deliver an interactive branded experience that captures the excitement of Squid Game while celebrating the fun and playfulness of Macca’s. We can’t wait for fans to join the challenge!”

Aden Hepburn, CEO of Akcelo, expressed his excitement about the campaign. “As superfans of both Netflix’s Squid Game and Macca’s, we have loved every moment of bringing this unforgettable campaign to life at scale with McDonald’s and OMD. The result is simply unlike any other Macca’s campaign that’s come before and we can’t wait to see how Australia – and the world – will react.”

McDonald’s will serve as the single-title sponsor for Squid Game 2 in Australia on Netflix’s ad-supported platform, coinciding with the series’ global release on Boxing Day, 26 December.