KaMIST
Back again with KaMIST, your weekly dose of insights into the latest marketing trends. This week, we’re diving into the hype around Alice in Borderland Season 3!
After the massive success of Season 2, Netflix is bringing back one of its most talked-about Japanese series. What’s interesting is not just the storyline, but how the marketing is being built around anticipation. Netflix teased the new season with cryptic posters featuring playing cards scattered across Shibuya, sparking wild fan theories online. Instead of straightforward trailers, they leaned into mystery marketing—giving audiences puzzle-like clues to decode, just like the survival games in the show.
The campaign taps into community engagement: fans started creating TikTok edits, Instagram reels, and Twitter threads predicting who will survive and what new “Borderland games” will appear. This user-generated buzz is essentially free promotion, amplifying Netflix’s reach. By leaving narrative breadcrumbs rather than handing out the full picture, the marketing plays directly into the show’s DNA: suspense, strategy, and survival.
Another clever angle? Alice in Borderland has become Netflix’s global export of Japanese storytelling, rivaling hits like Squid Game. Netflix isn’t just promoting a series, they're pushing cultural crossover, showing that Japanese thrillers can capture worldwide audiences. This positions Season 3 not just as entertainment, but as part of a bigger trend: Asia-driven narratives dominating global streaming charts.
The key lesson? Great marketing doesn’t just announce a release date. It pulls audiences into the story world before the first episode drops. With mystery-driven teasers, interactive fan buzz, and global positioning, Alice in Borderland Season 3 shows how entertainment marketing can feel like a game itself—and everyone wants to play.
Wanna get more insights into marketing? Tune in every Thursday for more KaMIST!