Fall Guys - The Official Bench Of

Following the announcement that Fall Guys was going free to play (and hot on the heels of our Goat Video) our job was to keep the Fall Guys community engaged and excited until the new, free version of the game was ready to play.

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 always better - and sponsor a bench in Skegness (Skegness being a long running topic of conversation within the Fall Guys community).

A bench was found in (the outskirts of) Skegness. 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 also put an full-page ad in the local paper, and put the bench on Trip Advisor and visitlincscoast.co.uk.

All in all, the campaign's 27 tweets 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 50 million players in the two weeks after the free to play launch.