Introduction to the Partnership

In an extraordinary partnership that brings together two Korean cultural titans, bibigo™, America's leading Korean food brand, has joined forces with Netflix’s Squid Game, the show that became a global sensation and still holds the record as Netflix’s #1 most-watched series of all time. This collaboration, named Cod3 Call, takes the excitement of the popular TV series to new heights, challenging fans with a unique scavenger hunt that combines the thrill of the game with the savory delight of bibigo’s delicious products.

The Mystery Phone Number: Decoding the Challenge

The heart of the Cod3 Call campaign is a mysterious and incomplete phone number that appeared across billboards and business cards nationwide. At first glance, the number seems like a riddle—an intriguing puzzle that catches the attention of anyone who comes across it. The twist? The phone number mimics the famous recruitment card seen throughout Squid Game's first season, a piece of pop culture now ingrained in the minds of viewers worldwide.

For Squid Game fans, this challenge is an invitation to decode the number by diving deep into the show’s first season. By searching for clues scattered throughout the episodes, fans can uncover the missing digits of the phone number, offering a sense of mystery and excitement. This interactive element taps into the show’s themes of mystery, survival, and strategy—inviting fans to feel as if they are part of the very game they’ve watched unfold on their screens.

A Cultural Phenomenon Revived with a Delicious Twist

The recruitment card from Squid Game has become one of the most iconic images in modern pop culture. It’s a symbol that fans immediately recognize: the chilling red-and-white symbols and the ominous phone number on the back. The image has inspired everything from fan art to elaborate party invitations, even leading to immersive Squid Game experiences around the world. Now, bibigo is using this global recognition to bring a fresh and interactive experience to the masses.

By resurrecting the iconic invitation card, bibigo adds a fun and engaging twist to the campaign: not only are fans invited to call a special phone number, but they’re also given the chance to win free bibigo products. This clever integration of the Squid Game aesthetic with bibigo’s high-quality Korean food products adds an extra layer of excitement and exclusivity, creating a unique opportunity for fans to experience both the show and the brand in an entirely new way.

Connecting with Fans and Elevating the Viewing Experience

What makes the Cod3 Call campaign stand out is its ability to transform the traditional advertising model into an immersive, fan-driven experience. Bibigo isn’t just asking fans to watch Squid Game—they’re inviting them to become part of the experience. By encouraging viewers to scour the first season for clues about the missing phone digits, bibigo ties the viewing experience directly to participation in the campaign. Fans don’t just watch the show; they become part of it, solving a puzzle and unlocking the potential to win real-world rewards.

This integration creates a deeper connection between the brand and its audience. Fans who engage with the campaign feel like they’re part of an exclusive club, having cracked the code that others may have missed. This type of interactive marketing not only enhances brand engagement but also creates lasting memories, making the bibigo brand synonymous with both entertainment and enjoyment.

A Campaign That Capitalizes on Pop Culture Trends

Pop culture is a powerful tool when it comes to marketing, and Cod3 Call is a prime example of how a brand can ride the wave of a cultural moment to create something truly engaging. Squid Game's global success has made it a cultural touchstone, and bibigo’s use of this phenomenon helps the brand align itself with something that’s both popular and relevant to its target audience.

The campaign leverages the universal appeal of Squid Game, a show that brought the world together over its thrilling storyline and memorable visuals. By integrating elements of the show’s iconic symbolism with a fun and rewarding challenge, bibigo taps into the collective knowledge of millions of fans, turning them into active participants in the campaign. This sense of inclusivity, combined with the allure of free bibigo products, creates an irresistible call to action.

About the Campaign: A Multi-Platform Approach

This professional campaign, titled Cod3 Call, was launched in December 2024 in the United States and marks an innovative approach to marketing for bibigo. The campaign, created by the ad agency Rethink, blends Digital and Out-Of-Home (OOH) media to effectively engage fans across multiple platforms. With billboards, business cards, and digital ads, bibigo extends its reach to fans in both physical and virtual spaces, ensuring maximum exposure.

The campaign falls within the Food and TV/Streaming Promos industries, and it’s designed to drive both brand awareness and consumer engagement. Featuring three media assets, it also integrates seamlessly with Squid Game's cultural narrative, making it a campaign that stands out from traditional food promotions. By merging the world of food with the excitement of Squid Game, bibigo captures the attention of audiences who are already emotionally invested in the show's story.

Conclusion: A Thrilling Blend of Fun and Flavor

The Cod3 Call campaign represents a successful fusion of pop culture, food marketing, and interactive storytelling. By tapping into the Squid Game phenomenon, bibigo has not only enhanced its brand visibility but also created a unique and immersive experience for its audience. Fans are no longer passive viewers—they are active participants in a thrilling challenge that rewards them with a chance to enjoy bibigo’s delicious Korean food.

This campaign highlights the power of creative marketing and how brands can engage with their audiences in new and exciting ways. It demonstrates the potential of using pop culture trends to drive customer interaction and brand loyalty, all while offering fans a chance to feel like they are part of something bigger. For those who love Squid Game and crave authentic Korean cuisine, the Cod3 Call campaign is a perfect way to combine both passions in one unforgettable experience.