Squid Game. The new Netflix series that has everyone talking. People are arguing that it’s the new Hunger Games or it’s the best Netflix series since Stranger Things or The Queen’s Gambit. Either way, it has entered pop culture conversations at an alarming rate. Four weeks after its release, it had already been viewed by 142 million households worldwide. There are even online communities with over 125K users dedicated to discussing theories, topics, and even memes about the show.
While there is no arguing the show’s success for Netflix, the future of Netflix as a company is debated by industry experts to be riding on how it can capitalize on hit shows like Squid Game beyond merely viewership. Viewership is massive, but as long as Netflix is aiming to keep the subscription cost affordable for the average household, they have to explore additional revenue streams. And they have begun to do so.
In June of 2021, Netflix announced that they would launch their own ecommerce store, instead of solely relying on licensing and wholesale partnerships. This is big because it opens the door for another direct revenue stream for the company with merchandise. Just two months after the show aired, the Netflix Shop already has an extensive line of Squid Game merchandise including Funko Pop figures, t-shirts numbered 456, and sweatshirts. As the Netflix Shop continues to grow, the options for merchandise is sure to follow.
This is a great step Neftlix is taking to extend the value of their successful series. What can they do to maximize the impact and reach of their new online store? The answer may catch you by surprise. Creating a unique and exciting packaging experience. What in the world is exciting packaging you say? Here, let me give you an example:
Billy orders a Squid Game t-shirt for himself from the Netflix Shop after binge watching the show in a matter of days. After a week or two, a package shows up on his doorstep. He opens up a white or black poly mailer bag that maybe has the Netflix logo the front. He pulls the shirt out and he loves it. Billy got exactly what he wanted, but the bag gets thrown in the trash without much of a thought. Now what if Netflix did something a little different?
Let’s say Billy orders the same shirt, but this time when it arrives, he sees a black box with three magenta shapes on the front. “Just like the show” he thinks to himself with a slow breath of anticipation. He was excited for his shirt before but now he feels almost as giddy as when he received a gift as a child. He carefully breaks the seal and slowly opens the box. The first thing he sees is not his shirt, but a brown business card, just like the recruitment card player 456 receives.
On the front he finds the same geometric insignia as the box and a faded QR code on the back. Curious, Billy scans the QR code and is led to a website prompted for a password. Confused, he looks around the box to see if he missed anything. On the inside part of the lid he finds a printed thank you from Netflix and a strange code. Putting it together he types in the password. Billy finds himself on a website full of exclusive behind the scenes clips of the entire Squid Game cast. “This is amazing” he thinks to himself. He pulls out his shirt and he loves it.
Custom box design concept for Netflix’s hit show Squid Game.
You may be wondering why this better than the first experience. It sounds much more expensive with a lot more work involved. That may be the case, but let’s think about what Billy may do after getting his shirt (I’d be willing to wager that these aren’t too far off).
Billy probably now has been won over as an advocate for buying from the Netflix Shop. He is much more likely to repurchase directly from Netflix and encourage other fans to do the same. He probably takes photos of his shirt along with each piece of the box. If he has any friends that loved the show, he probably sends it to them and explains how cool the experience was. That’s free marketing to a highly targeted audience. Maybe Billy even posts some of the photos to his social media. He wants to show off to his followers his new purchase. Even at a conservative estimate, it would probably generate a few hundred if not thousand impressions. Billy may even keep the box for a while, breaking it out to show guests or to get the password for the behind the scenes site. The potential reach of this sort of boxing experience is nearly limitless for Netflix. Imagine the reach with the volume of purchases Netflix likely already has.
Packaging experiences like this are extremely impactful for customers, and more brands are beginning to think like this. Netflix is just one of thousands of companies that have major opportunity with adding branding and detail to their custom packaging. I am confident that in ten years or less, we will not see a plain box or bag anymore.
Need help bringing your custom packaging idea to life? Reach out to us today and get started!
Cut Pak Co. is a custom packaging design and manufacturing firm based in Los Angeles, CA. Passionate about being at the forefront of the packaging industry, Cut Pak offers a full range of customizable packaging options for all sorts of industries. Good things come in (our) packages.