# Fall Guys Battle of the Brands

> A public auction for Fall Guys costumes raised $1 million for SpecialEffect.

- Owner: Mediatonic / Devolver Digital
- Kind: Campaign
- Sector: Gaming
- Seed date: 2020-08-17
- Milestone date: 2020-08-31
- Date basis: Documented milestone; not a measured attention peak.
- Spread Score: 30 (Niche, provisional), v1.2
- Mechanics: Response chain, Brand pile-on, Remixable template, Platform jump, Scarcity drop

## Summary

Fall Guys invited public charity bids for a branded costume. Brands and creators competed on Twitter, while fan artwork and Reddit discussion carried the auction to other communities. SpecialEffect reported a $1 million winning donation; four costumes followed.

## Timeline

- 2020-08-06 — Walmart Canada Gaming (X) — Walmart Canada Gaming shared a Walmart-vest costume mock-up and asked Fall Guys to add it before the auction.
- 2020-08-17 — @FallGuysGame (X) — Fall Guys invited brands to bid donations to SpecialEffect for an in-game costume.
- 2020-08-17 — @FallGuysGame (X) — Fall Guys tagged KFC Gaming, Wendy’s, Arby’s and other brands to invite bids.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/developers).

Canonical URL: https://howitspread.com/cases/fall-guys-battle-of-the-brands

Cite as: How It Spread (2026). “Fall Guys Battle of the Brands.” Case HIS-00158. Spread Score v1.2: 30/100. Updated 2026-10-13. https://howitspread.com/id/HIS-00158