Social media teaser campaign
FALL GUYS
x1 – x2 sentence summary of the project.
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Service Provided
Influencer Activation
Collaborators
Blacksoup
CAMPAIGN SNAPSHOT
ASSETS
WEEKS
IMPRESSIONS
Our challenge
Since shifting to free-to-play in June 2022, Fall Guys have garnered significant success, popularity and brand recognition from all over the world. To continue building on this, Mediatonic wanted to promote the mysterious underwater world of Season 3: Sunken Secrets, which would be teased in-game via a series of portals.
Our primary objective was to create excitement amongst active players during the teasing phase with a community-centric approach, and to generate conversation beyond Fall Guys’ owned channels by targeting lapsed players and wider gaming communities.
Our approach
The themes of Atlantis and portals are ubiquitous in pop culture, appearing in various forms of media such as TV shows (Stargate, Rick & Morty), movies (Aquaman), and video games (Bioshock, Portal). Since these themes strongly resonate with our audience, we decided to showcase Fall Guys’ unique interpretation of them.
Depending on where the exit is, portals can theoretically transport you anywhere. Rather than developing a handful of teasers for Season 3, we wanted to harness the true potential of portals to create an infinite stream of teasers.
Our work
This led us to create our social activation, The Fall Guys Portal. We developed our very own portal for Fall Guys, an all-powerful URL that took the user to numerous possible destinations on their browsers or phones.
Users were directed, at random, to various links from the Fall Guys universe, including YouTube videos, Korean TikTok and tweets from years ago, as well as 94 custom made assets created in-house across a range of formats: live-action shorts, animated GIFs, original illustrations, and even musical interludes.
The results
By randomizing these multiple destinations every time a user clicked on the portal, we could simultaneously create confusion and spark curiosity, which encouraged the community to continue exploring the portal for clues.
In total, we created 100 assets, in 3 weeks which were all extremely well received by the community, gathering a total of 300K views over the 5 day teasing period and ultimately leading to the official Season 3 Trailer.
