Fall Guys Battle of the Brands
In summer 2020, developer Mediatonic launched Fall Guys, an online battle royale game that sees players face off against 99 other people as they race through obstacle courses. The game was a hit on social media and Twitch, with users sharing their custom designs for character outfits. As brands started sharing their designs and tagging Fall Guys, Mediatonic saw an opportunity to help raise money for charity by auctioning off a branded costume.
Mediatonic posted on Twitter that the brand that bids the highest amount by the end of two weeks will win and have an official costume made and included in the game. All the money raised will be donated to Special Effect, a UK charity focused on helping gamers with disabilities. The “Battle of the Brands” post saw:
Brands worldwide got involved, including Walmart Canada, TUSHY, Flex Seal and many more got involved
Over $1 million raised for charity by the winning brands
Key Takeaways
Organic ways to engage
This is a great example of looking for organic ways to engage with gamers online. Even the brands who made bids but didn’t win saw high engagements and PR coverage as outlets shared details of the contest and brands participating.
Budget can go towards helping others
While not every campaign can be focused solely on giving back, participating and giving back to gaming charities like this helps earn good sentiment for the brand while just doing something good for humanity.
Have fun with it!
Each of the brands that participated had fun with it, being quick photoshops that are so bad they’re good or getting design teams to whip up concept art. It’s the perfect time to flex your creativity and have fun with your brand and the gaming world.
*DISCLAIMER: This case studies our Marketing to Gamers interpretations of case studies that are publicly available and/or have been shared with permission from the involved parties.