Based on Haro Aso's manga of the same name, Netflix's Japanese series Alice in Borderland is dropping its third season this September, keeping fans hooked with its mind-bending plot.
But a special promotional stunt by the official team unexpectedly became a viral sensation. Why? Because one X user got the fright of their life after finding a playing card in an internet cafe booth, thinking it was a paranormal event. Turns out, it was Netflix's stealthy, hidden campaign for "Alice in Borderland."
The user, Ta-ke, recently posted a photo on X, writing: "Walked into an internet cafe and saw this. So scary, what is this?!"
The photo showed a Joker card, featuring a creepy clown, tucked into the keyboard's crevices. Flipped over, it had "げぇむすたあと (Game Start)" scrawled on it in childlike handwriting.
For those in the know, it was instantly clear—this was a real-life Easter egg, a brilliant offline promotion for "Alice in Borderland" Season 3. Zoom in on the top of the photo, and you can even spot a sliver of a Netflix ad peeking out from the corner.
The campaign involved quietly planting these "Joker cards" in various internet cafes and karaoke spots across Tokyo, with zero prior announcement. The goal? Let unsuspecting customers stumble upon them and freak out. And freak out they did! This scene, eerily similar to the "death game" openings in the show, caused Ta-ke's post to explode on X, with comments flooding in like: "This feels like a death game is about to begin!" and "Sh-sh-sh-shivering... too scary!"
However, Ta-ke, the person who found the card, had no idea what "Alice in Borderland" was at the time. They recalled, "It was my first time at that internet cafe, and I wasn't familiar with the system to begin with, so seeing that card really scared me."
After all, the Joker itself is unsettling, and coupled with the crooked "げぇむすたあと," it's no wonder anyone unfamiliar with the series would get goosebumps.
Once the post went viral on X, Ta-ke finally learned it was a Netflix promo and immediately started binge-watching "Alice in Borderland." Later, they even shared their thoughts: "It's super good! A bit scary but so much fun!" From a terrified bystander to a loyal fan, this campaign absolutely nailed its target audience.
