What The Last of Us and Squid Game Can Teach Us About Being a Great Marketer
- Raffles Jakarta
- Jul 31, 2025
- 4 min read
Updated: Nov 24, 2025
HBO didn't just present us with captivating visuals and compelling narratives when they launched The Last of Us. They also sparked a wave of innovation in the digital marketing world. If you searched for the show's name, which is a reference to the parasitic infection that drives the story, a cleverly coded easter egg made fungal growth take over your screen. It was a small interaction, but it had a significant impact on digital marketing. It wasn't just a promotion; it was an experience. Then there was Netflix's worldwide hit, Squid Game, which took the idea of immersive marketing to a whole new level. Imagine walking down the streets of Sydney, Jakarta, London, or Los Angeles and suddenly being surrounded by giant red-light-green-light doll replicas, masked guards in pink jumpsuits, or a real-life version of the game arena where fans could play and live. That's not just ads. That's cultural control. But what do these campaigns really do? How do they work? And most importantly, what can brands and marketing students learn from them? This article aims to answer these questions and provide valuable insights.
From Ads to Cultural Movements: A New Era
In the past, trailers, billboards, and press tours were all ways to promote a new show. But today's audiences are different, especially younger generations like Gen Z and Alpha. They want things to be interactive, shareable, and most importantly, honest. That's why experiential marketing is so popular right now.
The Last of Us, Search-Engine Storytelling: HBO collaborated with Google to integrate interactive features directly into search results. This way, they could meet people where they were already online, on their phones, and interested in the content. The campaign turned curiosity into fun and casual Googling into a moment that could be shared with others.
Squid Game: A Scary and Fun Playground for Everyone: Netflix ran one of the most ambitious experiential marketing campaigns in recent memory. Some of the best efforts are:
Los Angeles Union Station transformed into a real-life Squid Game arena, complete with game stations and areas perfect for taking pictures.
In South Korea, fans can reenact famous scenes with guards, challenges, and themed prizes in large-scale immersive installations.
A pop-up version of the game in Jakarta drew thousands of people, mixing fandom with real-time content creation by fans and influencers.
A 4.5-meter-tall animatronic doll was installed in Sydney's Circular Quay, garnering significant media attention worldwide and becoming a viral hit on TikTok and Instagram.
Each activation made it challenging to distinguish what was real from what was fabricated, turning viewers into participants and bystanders into brand advocates.
More Hits That Went Beyond the Screen
This trend isn't just happening in The Last of Us or Squid Game. Here are a few more campaigns that show that marketing is now an art form:
The Upside Down and Stranger Things: Netflix really turned buildings upside down in 2022. In cities like New York and Milan, they made three-dimensional illusions where Demogorgons broke through real buildings, mixing fiction with the real world.
The Viral Dance of Wednesday Addams: Netflix didn't push ads; instead, they let a dance go viral on TikTok and then quietly expanded it. The platform did the rest, sending Wednesday into global pop culture with veryyd media.
Barbie (2023) Warner Bros. painted buildings pink, opened Barbie-themed Airbnb homes worldwide, and even collaborated with fashion and beauty brands to create a lifestyle around the movie before its release.
The Learning Opportunity: When Marketing and Movie Magic Come Together
These campaigns aren't just fun; they're also examples of how to market in the modern world. They show that brands today need to:
Tell a story that goes beyond the screen
Use platforms where their audience lives (like TikTok, Google, and Instagram)
Make physical or digital experiences that people want to share • Turn fandom into a community.
Students in the Business Administration program at Raffles Jakarta don't just learn about these trends from textbooks and lectures. They gain hands-on experience through real-world projects and industry exposure, preparing them for successful careers in the global entertainment culture. Students in the Business Administration program at Raffles Jakarta don't just learn about these trends. They know how to create emotionally charged, viral, and profitable campaigns by examining human behavior and planning effective event activations. This practical approach prepares them for successful careers in marketing, entertainment, and digital media.
Final Thoughts:
It's not just successful when a campaign can get people to line up for a fake kids' game or freak out over a Google easter egg fungus. It's also memorable. Experiential marketing is no longer just a nice-to-have; it's a must-have. It's the key to connecting with your audience. The next generation of marketers won't just watch it happen; they'll be the ones who make it happen. After learning about these innovative marketing strategies, are you ready to join in and shape the future of marketing?
Find out how our Business Administration program gives students the skills and confidence they need to get jobs in fields like fashion, entertainment, and digital media.
Arman POUREISA
Marketing Manager
Business Management Lecturer
Raffles Jakarta
References
Hubbard, R. (2021, October 29). A 4.5-metre-tall replica doll from Netflix’s Squid Game has popped up in Sydney overnight – and you can play Red Light, Green Light. Broadsheet. https://www.broadsheet.com.au/sydney/entertainment/article/45-metre-tall-replica-doll-netflix-hit-squid-game-has-popped-sydney-overnight-and-you-can-play-red-light-green-light
Lee, J. (2024, June 25). Inside Netflix’s massive “Squid Game” takeover in Seoul. The Hollywood Reporter. https://www.hollywoodreporter.com/tv/tv-features/netflix-seoul-squid-game-parade-1236302509/
Mauch, A. (2023, September 19). ‘Squid Game’ arrives in L.A. with real-life challenges and creepy doll. Yahoo Entertainment. https://www.yahoo.com/entertainment/squid-game-arrives-l-real-064940330.html
Stone, S. (2023, January 23). The Last of Us fans discover Google’s creepy marketing stunt. CBR. https://www.cbr.com/the-last-of-us-google-marketing-stunt/
Yuniarni, R. (2024, July 1). ‘Squid Game’ fever reaches Jakarta with life-sized game arena. Korea.net. https://www.korea.net/NewsFocus/HonoraryReporters/view?articleId=274241&pageIndex=1
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