Sweepstakes

The bibigo™ Squid Game™ Promotion: Turning Pop Culture Into a Data-Driven Consumer Experience

See how bibigo partnered with Brandmovers to engage fans, grow first-party data, and make “Play Hard. Live Delicious.” an interactive consumer experience.

bibigo-homepage

PROJECT GOALS

Drive product purchase, drive consumer engagement, capture first-party data

CLIENT

bibigo_share_img

PROVIDED SOLUTIONS

Instant Win, Sweepstakes

Promotion Overview

The Challenge

When bibigo set out to connect with consumers in a crowded snack market, the brand knew it needed more than just shelf placement. bibigo wanted to invite consumers to experience their products in a way that felt fun, interactive, and culturally relevant. With Squid Game 2 creating a global buzz, bibigo spotted a unique opportunity to invite fans to step into the world of the hit series by engaging with the brand.

Partnering together, Brandmovers and bibigo designed a digital-first activation that merged entertainment, gamification, and data collection. The combined instant win and sweepstakes promotion created an immersive experience that appealed to Squid Game fans while driving measurable outcomes for bibigo.

Engagement: Fans would interact with bibigo through a branded microsite and instant win game inspired by the series.
Data Collection: Every participant would provide opt-in information, growing bibigo’s first-party data.
Incentivization: Daily instant win opportunities and a grand prize sweepstakes created repeated engagement and excitement.

How It Works

The Execution

The promotion was simple to access but thrilling to play. Consumers scanned QR codes from specially marked bibigo packs, in-store displays, social media posts, or digital advertising to reach a microsite designed to feel like a mini Squid Game experience.

Once on the site, participants entered their first name, last name, and email address, agreeing to official rules and opting in to brand communications. After registration, players received an access link to the instant win game.

Each registration entered participants into a grand prize sweepstakes: an all-expenses-paid trip for two to New York for a real-life Squid Game experience.

The game itself was a highlight: an animated .gif of the iconic Squid Game doll played out a suspenseful sequence that randomly determined winners. Successful participants instantly saw their prize on screen and received confirmation by email.

The promotion ran for 90 days, giving consumers ample time to engage repeatedly, while bibigo™ collected valuable first-party data with every interaction.

High Consumer Participation

Thousands of fans registered and played the instant win game, with daily repeat engagement reinforcing brand recall.

First-Party Data Capture

bibigo captured valuable consumer information, building a robust database for future campaigns.

Brand Excitement & Relevance

By tying the promotion to a popular IP, bibigo generated buzz both online and in retail, strengthening its connection with fans.

Promotion Highlights

Key Takeaways for CPG Marketers

Entertainment Partnerships Amplify Engagement: Aligning with popular IP can create excitement that resonates beyond traditional advertising.
Gamification Drives Repeated Interaction: Combining instant wins with sweepstakes keeps consumers coming back while strengthening brand affinity.
Interactive Promotions = Measurable ROI: Every play contributed to first-party data capture, giving brands actionable insights for future campaigns.
Seamless Digital Experiences Matter: A well-designed microsite and game interface ensure that the promotion is as enjoyable as it is effective.