KFC, Netflix, and Spanish streamer Ibai Llanos have set new benchmarks for online events with their recent streaming extravaganza titled 'La Prueba del Menú', inspired by the hit series Squid Game. The event, held on December 2024 at La Caja Mágica in Madrid, drew participation from 456 competitors and captured the attention of over 170,000 viewers live, with total view counts surpassing 2 million.
This innovative collaboration was aimed at promoting the highly anticipated second season of Squid Game, and it certainly succeeded. With more than 18,000 registrations, 'La Prueba del Menú' has now been recognized as the most participated streaming event ever held in Spain. According to MarketingDirecto.com, KFC celebrated a remarkable 125% increase in sales of their exclusive Squid Game-themed menu, illustrating the event's extensive reach beyond the digital sphere.
Setting the stage for success, the organizers recreated iconic elements from Squid Game within the venue, including the giant doll and the recognizably menacing Pink Guards, creating immersive experiences for both players and viewers. Presenters Ibai Llanos, along with commentators Jaime Mellado and Sergio Ferra, led the fast-paced action from a glass platform suspended above the venue, where they could interact with the players and audience alike.
The event unfolded through 12 unique challenges, focusing on mental acuity, strategy, and endurance, all with participants balancing trays of KFC’s new menu items. Each competitor wore the show’s famous green tracksuits, eleving the authenticity of the experience. Not only were the competitors involved but the audience played key roles as well, with live chat functionality allowing viewers to make real-time decisions influencing the game outcomes.
From the outset, the players strategically chosen their positions on color-coded platforms, selecting trays filled with items from the exclusive menu. The interaction brought the viewers up close to the tension-filled competition. Individuals from the VIP area—including influencers like Paula Gonu and Isaac Belk—were masked and had their own strategic roles, directly impacting player fates.
During the heart-thumping finale, known as “la prueba de la hucha,” featured two finalists engaged in psychological warfare as they chose between two piggy banks, one containing the grand prize of 40 million won (approximately €26,000). The live chat audience once again influenced proceedings by selecting player 309 to peek at one piggy bank, creating anxiety for player 361 who had to make the final decision without knowing the second bank's contents.
With palpable tension permeated, the moment finally arrived. Player 361 opted for the bank before her, thereby securing victory, becoming the undisputed champion of 'La Prueba del Menú' and defeating over 450 competitors.
With these impressive statistics and engaging interactive formats, KFC and Netflix have unquestionably redefined the possibilities of streaming events. The successful blending of food, competition, and beloved television shows not only entertained viewers but also significantly impacted KFC’s sales numbers—demonstrated by the huge increase attributed to the unique menu inspired by Squid Game.
'La Prueba del Menú' remains not just as another event but as evidence of how entertainment, social interaction, and consumer engagement can harmoniously coalesce within digital landscapes. This extraordinary venture is bound to leave its mark as advertisers and marketers analyze its success and seek to replicate its winning formula.