In early 2019, amidst TikTok's global surge but relative obscurity in the US, we teamed up with TikTok to boost the Brawl Stars launch. Capitalizing on the game's fun element—Brawlers' signature dances—we transformed it into a TikTok dance challenge. Fueled by Smash Mouth's "All Star," the challenge went viral, amassing over half a billion views, 300,000 user-generated content pieces, and a whopping 300% surge in new followers for the Brawl Stars TikTok account.