One of the most watched shows from late-2024 into early 2025, Squid Game’s second season made waves not only on Netflix, but also at Jeddah Airport in Saudi Arabia as the subscription video-on-demand (SVOD) over-the-top (OTT) streaming platform partnered with Dubai and Riyadh-based independent agency, Science & Sunshine, to woo domestic and international travellers.
The one-day activation, part of an extended country-wide takeover campaign, took the immersive, experiential route turning Terminal 1 at Jeddah Airport into a promotional space, as the iconic guards from the show were seen preparing for the ‘game’ by passengers and on-ground influencers.
Through a partnership with JCDecaux ATA, di
To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.
