Our Work

Fall Guys: Free For All Launch

In June 2022, Mediatonic, under the umbrella of Epic Games, was ready to reintroduce Fall Guys to the world as a free-to-play title.

Having captured hearts in 2020, the challenge was clear: reignite the game’s momentum and establish it as the must-play sensation of the summer.

As trusted partners for Epic Games, we were uniquely positioned to create an impactful campaign, tapping into both gaming and lifestyle communities to make Fall Guys: Free for All a standout success.

Views

159,000,000

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Creators Booked

Our mission was to drive awareness for Fall Guys: Free for All, leveraging its new free-to-download model and cross-platform availability to engage both lapsed creators and new audiences.

We were tasked with establishing Fall Guys as the definitive gaming moment of the summer, reigniting excitement and sparking a fresh wave of interest across multiple platforms.

Our strategy was comprehensive, unfolding in two key phases:

Beat 1: “The Announcement” – In May 2022, we launched the first wave with co-streams on Twitch and TikTok Live, driving viewers to the official Fall Guys accounts. This early announcement created a groundswell of interest, setting the stage for the full launch.

Beat 2: “The Buzz” – In June, we executed the main push across TikTok, YouTube, and YouTube Shorts, enlisting a diverse roster of creators—ranging from gaming veterans to comedians and lifestyle influencers. This massive content blitz made Fall Guys: Free for All the talk of the internet within just seven days.

Our approach wasn’t limited to online engagement. At VidCon Anaheim 2022, we activated influencers live from the Fall Guys experiential booth, helping onboard creators to the community. Additionally, we coordinated high-profile follow-up activations with MrBeast and Fuslie, extending the campaign’s reach beyond digital platforms to deliver memorable, on-brand content.

The Fall Guys: Free for All campaign far exceeded expectations. Initially targeting 40 million impressions, we delivered an astonishing 159 million—overdelivering by 297%. Within just seven days, creators produced over 109 pieces of content, generating massive awareness across social platforms.

One standout piece came from Mark Cannataro Films, who created a highly engaging VFX video, immersing himself in-game. His YouTube Short resonated with viewers, amassing an incredible 82 million views (now 135 million in 2024) and fueling excitement across the community.

The momentum continued well beyond the activation period, with creators organically producing Fall Guys content long after the campaign. This success earned us the bCreator Awards: Gaming Creator Marketing Campaign of the Year (2023) and a shortlist nod for the Digiday Marketing and Advertising Awards Europe.