If you work in games or any related entertainment sector, you can’t have missed the recent smash hit Fall Guys from Mediatonic and Devolver Digital. The cutesy, games show inspired, combat-free Battle Royale, jelly bean game managed to notch up an incredible 1.5 million players in just 24 hours on PS4 and PC formats.
But whether you work in games or elsewhere, if you have a fleeting interest in social media campaigns, you need to check out the genius of the Fall Guys Twitter account.
Community engagement is an important part of any games marketing strategy, given that gamers spend much of their time online, often shouting into the Twittersphere.
But the Fall Guys’ social campaign has put to shame entertainment’s biggest players – and their mega budgets – thanks to a very engaging, and very funny, engagement strategy.
It’s the work of Mediatonic’s Senior Community Manager Oliver Kindle who picked up the mantel ahead of the Fall Guys’ full release last month to help grow the audience during the beta phase of the launch.
The humour of his posts and the response they generate have, without doubt, attributed to the success of the game. But Kindle’s approach has, in itself, also been something of a Masterclass in managing a social account for a fan-based community. Fan art is celebrated including contribution from powerhouses such as BossLogic, there are shout-outs to followers’ friends and family, whilst its engagement with other brands has been unprecedented.
Fall Guys tweeted at Cyberpunk 2077, asking how many retweets it would take for a collaboration. After some interaction with Cyberpunk 2077’s account (and, apparently, a call with publisher CD Projekt Red’s legal department) the message was picked up by The Witcher – another CD Projekt Red brand – which suggested that it might be a better fit.
Hi @CyberpunkGame how many retweets would we need to get for you to collab with us?
— Fall Guys 👑 (@FallGuysGame) August 6, 2020
Konami has pitched a Snake-themed jelly bean, with mega mobile games brand Clash Royale also pitching in.
❗️TACTICAL FALL GUYS ACTION❗️
— KONAMI UK (@KonamiUK) August 11, 2020
Outside of games, major brands including KFC, Walmart and the NHL’s Washington Capitals have been connecting with the account, suggesting themed skins (costumes) based on their own properties. KFC even turned Colonel Sanders into a Fall Guys jelly bean.
— KFC Gaming (@kfcgaming) August 10, 2020
And just this week, Fall Guys has kicked off a bidding battle, with brands competing to donate money to games industry charity SpecialEffect, the highest bidder after a fortnight getting a dedicated costume in the game. Bidders include companies like Aim Lab, G2 Esports, Bisect Hosting and influencers such as Piques, MrBeast and even Ninja. Bizarrely, at one point, a bidet company was the highest bidder with this.
$40,000.01 & the best design submission you’ll receive. pic.twitter.com/swBLk0LFmd
— TUSHY Bidet (@hellotushy) August 17, 2020
Currently, as of the time of publishing, the highest bidder is G2 Esports, outbidding influencer Piques with a staggering $330,003.
GOOD AFTERNOON GAMERS!
WE BID $330,003 https://t.co/V46MOOjEXj
— G2 Esports (@G2esports) August 19, 2020
The fun is on-going and you can enjoy it by following @FallGuysGame.
And Oliver Kindle, we salute you. We haven’t enjoyed a social strategy so much since Yorkshire Tea’s “Sue, you’re shouting at tea…” earlier this year…