To push the launch itself, we wanted to create a typical marketing stunt, but with a classic Fall Guys twist. So we decided to up-end the sponsorship ethos that bigger is better - and sponsor a bench in Skegness (Skegness being a long running topic of conversation within the Fall Guys community).
A bench was found. Signs were erected, and plaque and a tiny velvet curtain were purchased. A string quartet (minus one member) was booked and the Mayor of Skegness was invited down for the official opening. To all our surprises, he came, along with the official mascot of Skegness - The Jolly Fisherman.
All the above was turned into a deliciously low-rent promotional video for the bench. A second video featured interviews with the social team and members of the public. Community manager, Oliver also recorded and shared a fake Zoom presentation of the original proposal, using a joke marketing deck we'd cooked up for him. We put a full-page ad in the local paper, and put the bench on Trip Advisor and visitlincscoast.co.uk.
Over 27 tweets, we delivered over 1 million organic video views and 9.5 million organic twitter impressions. It also spawned articles and fan created content that added millions more in earned reach (one fan even put it onto Google Maps). We like to think it played a small part in helping Fall Guys reach over 50 million players in the two weeks after launch.
Some of our fave social responses to the Fall Guys Bench
The full-page ad from the Skegness Standard

Fall Guys - Free To Play Launch

Content

The Fall Guys social team had always done things differently. They behaved like fans, not a brand - speculating about their own game, and poking fun at their own marketing. Creating a unique social voice that mixed nice with spice, which gamers, tired of safe corporate messaging, loved. When new owners, Epic, wanted to draw attention to the upcoming Fall Guys free-to-play launch, we followed their social team’s example, by creating fake news around the game and the upcoming announcement.

First up, we created a film of a fake focus group, viewing a fake potential game update. But that featured REAL, never seen before gameplay and was littered with other easter eggs from the upcoming season. The footage was then ‘accidentally’ posted on the fall guys channels, quickly followed by panicked messages from Oliver (their much loved community manager), the game devs and ‘marketing’. Leaving fans to try and figure out what was real and what not. Triggering a barrage of content and conversations, and helping the real announcement gain over 800k organic views on YouTube.