Mexico City is at the center of controversy surrounding the unauthorized marketing campaign for Netflix's highly anticipated series, 'El Juego del Calamar 2' (Squid Game 2). This promotional stunt employed eye-catching advertising at the iconic Chapultepec Park, but it has now become the subject of legal scrutiny due to the lack of proper authorization.
On January 5, 2025, Alejandro Encinas, the Secretary of Planning, Territorial Ordering, and Metropolitan Coordination for Mexico City, announced via social media the installment's illegality. Promoted by the agency Goma Studios, the elaborate structure was intended to captivate fans of the successful series, but the lack of governmental approval meant it would not stand.
"The illegal installation is being removed, and the corresponding fines will apply. A criminal complaint will also be filed for this act and for the use of fraudulent documents,” Encinas detailed on his official account.
The controversial installation was strategically placed at the historic Puerta de los Leones, the main entrance to Chapultepec Park, which is one of the most recognized green spaces and cultural sites within Mexico City. Encinas's statements reaffirmed the commitment of local authorities to maintain the integrity of public spaces and enforce laws against unauthorized commercial ventures.
The massive marketing structure featured vivid colors and the series' branding, which has garnered immense popularity since the release of its first installment. The fervor leading to the sequel's debut led to fans organizing various events, heavily inspired by the show, including cosplay meetups and outdoor screenings, highlighting how deeply the series has penetrated popular culture.
“This cultural phenomenon continues to attract more followers, with fans organizing activities on social media to keep the essence of the series alive,” stated one report, reflecting the trend’s popularity.
Several hours after the promotional setup was announced, city officials moved swiftly to dismantle the structure, emphasizing the gravity of the legal breach. Not only was Goma Studios involved, but their use of purportedly fake documents to justify the installation elevated the seriousness of the situation, prompting legal actions against the agency.
The hubbub over the 'Squid Game 2' marketing strategy follows other recent municipal decisions aimed at controlling public space usage. Notably, the government of Mexico City previously rejected permits for Coca-Cola's anticipated holiday caravan event, prioritizing legal compliance above the desires of private entities.
Encinas’s approach indicates a broader clampdown on irregular advertising practices as the city navigates the balance between cultural engagement and regulatory adherence. "@MetropolisCDMX of @GobCDMX did not authorize the three-dimensional advertising installation from #Netflix #ElJuegoDelCalamar by #GomaStudios at the entrance to the historic Puerta de los Leones," Encinas reiterated.
The tensions surrounding such advertising installations raise questions about the right approach to engage fans and market new seasons of beloved series without overstepping legal boundaries. With 'El Juego del Calamar 2' set to attract immense viewership, how marketing is conducted is just as pivotal as the content being advertised.
While Netflix has yet to release any official statements following this incident, the anticipation remains high for the second season of 'El Juego del Calamar,' which promises to build upon the impact of the first season and escalate thrilling narratives as it explores social themes through the lens of competitive survival.
Illegal or not, the marketing choices and the cultural resonance of 'Squid Game' continue to be points of discussion, especially as the marketing strategies aligned with such phenomenons often reflect larger trends within the media and entertainment industries.
Time will tell if future campaigns will adhere more closely to regulations or if the thrill of attracting fans will allow companies to push the envelope once more.