As part of the 'Soul Spot' collaboration between the Seoul Metropolitan Government and Netflix, this AR campaign brought the universe of the global hit series Squid Game to life at Jonggak Station, its actual filming location. Moving beyond a passive viewing experience, we provided a unique brand experience to citizens and tourists through 'AR Ddakji-chigi,' an interactive game featuring Seoul’s mascot, 'Haechi.'

Participants could engage in a timing-based action match against the AR-rendered character simply by scanning an on-site QR code. We also integrated the online experience with offline events by operating a 'Soul Spot' booth at Gwanghwamun Square to reward game participants. This project is recognized as a successful tourism marketing case that effectively combined K-content with city branding.