Using social media platforms to engage with audiences through memes has been trending, notably by brands like Wendy’s and Denny’s. Despite its initial effectiveness – many dismiss this strategy as disingenuous and too ‘hello fellow kids’, as more corporate brands jump on the bandwagon.
The viral success of Fall Guys in 2020 has proven that this community-first approach to social media is still effective in an age of copy-cats. Led by Fall Guys developer Mediatonic’s community manager Oliver Hindle, empowering and growing the community was at the fore of their launch campaign.
In-jokes, community content and memes were promoted via Twitter, as well as the maintenance of an official discord server. Consistent curation and re-posting of fan created content kept these social channels active and growing, leading to a growing dedicated fan-base and social media exposure. The Fall Guys Twitter account is still going strong and currently has 1.4M followers, with tweets regularly seeing over 1,000 likes, and hundreds of retweets and comments.