NETFLIX AT LVL UP EXPO

With extremely tight turnaround times of six and a half weeks from brief to production, the team’s ability to pivot within strict parameters was impressive. Limitations did not dampen ambition though, and the immersive IP-forward design of the Funhouse was crafted around key strategic principles agreed between Netflix & 2Heads: 

• To be visually appealing & social forward. Every activation in the Funhouse was designed with social virality in mind – from the towering inflatable Young-Hee to the Piggy Bank jump cam, ensuring high visibility and content creation. 

• To ensure the cross-IP experience was cohesive. The Funhouse needed to allow each title to own its zone while fitting cohesively under the Netflix brand shell, respecting sensitivities around IP mixing. 

• To be considered Activation of the Show. To use creative storytelling, production quality, and continuous fan traffic to make the booth one of the most talked-about on the floor. 

• To embrace a modular sustainable build concept. All components were designed to pack, ship, and reassemble efficiently, supporting Netflix’s request for repeat use at different events. 

• To make talent optional. While LDR & Influencer talent can help drive attendance, the activation needed to stand strong on its own merits, generating interest through immersive environments, Brand Ambassador engagement, and game demos that didn’t rely on celebrity presence. 

With a focus on gaining audience insights for future events, tracked metrics included foot traffic (1,237 total attendees), dwell time, and interaction per activation e.g., 1,297 photos taken in the foam pit). Fan behaviour provided valuable takeaways, identifying which IPs drove engagement and how guests flowed through the space.  From a retail insight point of view, the Rebel Moon: Bloodline gameplay encouraged beta sign-ups, helping Netflix test audience interest in gaming IPs while generating measurable digital engagement. Other successes included: 

• “The Devil May Cry” Tunnel entry attracted consistently strong traffic. The internal obstacle course created a high-energy, immersive entry experience.
• The “Squid Games Piggy Bank” foam pit was the most photographed moment in the booth with 1,297 souvenir images taken and the pit jumps were considered the most memorable guest experience.
• The “Sakamoto Days” Target Range featured a Shooting Gallery that peaked at 60–70 guests/hour. The “Good Guys” photo op associated with the title was a top social moment and early consumer exposure supported future merch rollout.
• The ‘Netflix Games’ Meet and Greet moments brought incredible energy to the booth, with Brand Ambassadors supporting crowd flow while capturing candid interactions. From creator chats to spontaneous selfies, the meet & greets brought momentum to different parts of the day.
• With over 5,000 t-shirts given out, the giveaways helped the booth become go-to stop for coveted merch that attendees wore proudly throughout the show floor. The giveaways not only boosted visibility for Netflix titles but also fueled fan excitement and repeat visits. From limited drops to spontaneous handouts, the energy around each giveaway moment helped reinforce the booth’s buzz and sense of fun.