As Domino’s Emergency Pizza promotion rolls on, the world’s No. 1 pizza chain is expanding its definition of “emergency.” It’s no longer just a matter of a home-cooked meal gone bad or a power outage. It can also be a matter of life and death—at least for Squid Game fans in New York City.
Domino’s said it’s joining forces with Netflix “to prove that an Emergency Pizza can save the day—even in the high-stakes realm of Squid Game.” As the hit Netflix series approaches its season two debut on December 26, Domino’s will join the fun at Squid Game: The Experience, taking place at Manhattan Mall in New York City.
Specifically, Domino’s will give away a year of free Emergency Pizza to players with the lowest score from each competing group in Squid Game: The Experience.
“Those who watch Netflix’s Squid Game know that losing is the ultimate emergency, but Domino’s is here to turn that around,” said Kate Trumbull, Domino’s executive vice president-chief marketing officer. “We’re making lemonade out of lemons for players by solving their heart-pounding predicament with free pizza for a year, so they can have Domino’s whenever their next emergency happens.”
Squid Game: The Experience is a fully immersive experience based on the streaming TV series. Players can compete in five challenges inspired by the show. A member of the Pink Guard will present the losing player out of each group with free Emergency Pizza for a year, awarded in the form of $500 in gift cards within a custom Domino’s and Squid Game Dalgona tin.
Domino’s introduced Emergency Pizza in October 2023, promising customers a free medium two-topping pizza when they needed it the most. The brand brought the promotion back in October 2024 with a glamorous twist, partnering with nail brand Olive & June to offer an “Emergency Pizza Mani Kit” featuring two exclusive Domino’s-themed nail polish colors. That promo also included a partnership with Amazon and Twitch that integrated Emergency Pizza into the Fortnite game called “The Glitch.”
The Squid Game promo, meanwhile, is the second time Domino’s has partnered with Netflix. In 2022, they teamed up to launch a first-of-its-kind mind ordering app, prior to the season four premiere of Stranger Things.
“We’re thrilled to work with Netflix on yet another fun and unexpected brand integration,” Trumbull said. “Our Squid Game activation brings Emergency Pizza to more people, in more places than ever, in ways you never would’ve guessed!”
As part of a broader partnership with Netflix, Domino’s has also launched custom Squid Game TV spots, which showcase Emergency Pizza deliveries made in the nick of time— rescuing players from some of the most nerve-wracking moments from Squid Game season one:
“We’re excited to partner with Domino’s again as they continually push creative boundaries,” said Magno Herran, vice president of partner and brand marketing at Netflix. “Their Emergency Pizza campaign was the perfect fit for Squid Game because if anyone understands an emergency, it’s the players in the game itself. We took the most iconic games from the series and reimagined what would happen if the players had Emergency Pizza to save them. The custom spots will also run on Netflix’s ad-supported plan, so our members can see them as they watch the show, and we’re excited to extend the campaign across the Squid Game universe at The Experience in New York City, where fans can enjoy Emergency Pizza, just like the players.”
