On September 19th we had the pleasure of working with Sandbox VR, for their launch of a new Netflix-partnered VR experience, Squid Game Virtuals that took place live in Los Angeles, USA.
They challenged Saulderson to put together some incredible experiential marketing. We produced a creative campaign launching the Squid Game VR experience with the aim of spreading awareness to individuals aged 25-35 through building user generated content by partnering with well-known influencers.
"We partnered with Saulderon to create an immersive influencer experience for our Squid Game Virtuals launch and the result was an unforgettable, high-energy event. By handling start to finish influencer management, content production, and multiple operational details, they were instrumental in making the activation a success. We were constantly impressed by the Saulderson team's quick communication, knowledge, and execution throughout the project, and being able to trust them with the details was a weight off of our shoulders."
- Sandbox VR
The Campaign
PHASE 1 – Inviting with Intrigue
We reached out to and invited gaming, tech, VR and entertainment content creators from the Los Angeles area with varying follower sizes, ranging from mid sized-creators to mega-creators (our biggest having 70M+ followers). All creators were sent cryptic Squid Game emails with limited information to peak their interest and create intrigue of their fate.
We wanted to garner as much hype in the days running up to launch as possible, so we sent all creators a mystery package that arrive dto their doors days before the event. Each box contained a Squid Game business card with coordinates of where to meet. Our influencers influencers with created content around this mystery boxes. This was followed up by the creators being picked up from the meeting point and driven to the location by our team dressed as Squid Game guards..
PHASE 2 – The Virtuals
The creators all took part in the Squid Game experience at the Los Angeles venue in groups that were competing against each other to be the last player standing. There was a lot of user generated content from before and during the games as they took place as players battled it our through rounds of the Squid Games to be crowned champion. Our social team were on site capturing all the action and creating incredible content of the event.
PHASE 3 – Encourage and Repurpose UGC
In order to build awareness we had our influencers create organic content about their experience and encourage their audience to attend a Sandbox VR experience near then upon launch day of the new game. Through the content our social team produced, Sandbox VR were able to utilise this content across all of their social media channels as well as repurpose it into paid media to drive direct attribution and maximise the content of the event over a longer period of time.
PLATFORMS:
TIKTOK, INSTAGRAM, YOUTUBE
REGION:
US
Let’s connect
We work with the best influencers around the globe to deliver top results and value to brands meeting all KPIs.