How Two Entrepreneurs Used TikTok and Trends to Create a Viral Launch

10/23/25
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TL;DR Summary of How That Sound Game Turned Lockdown Challenges Into Viral Party Fun

That Sound Game was created during Melbourne’s extended COVID-19 lockdown to fill a unique gap in the party game market with a sound-based gameplay twist. Founders Nat Delaney-John and Cam Jasson refined the game through extensive playtesting and leveraged social media, especially TikTok, for viral marketing success. With strategic global distribution and trend-savvy marketing, they sold over 400,000 copies worldwide in under three years. Their story highlights the power of innovation, consumer insight, and timely product launches in building a thriving business from a simple idea.

Optimixed’s Overview: Unlocking Viral Success Through Innovative Game Design and Smart Marketing Strategies

Identifying a Market Gap and Innovating Gameplay

Nat Delaney-John and Cam Jasson recognized a missing element in party games: a sound-based game that challenges players to communicate without hand gestures. During Melbourne’s 250+ day lockdown, they developed That Sound Game, where players use sounds and body movements to convey words to teammates, offering a fresh, noisy, and interactive experience unlike traditional games such as Charades or Pictionary.

Rigorous Playtesting and Strategic Launch

  • Early prototypes were tested extensively with friends, refining gameplay through 20+ sessions.
  • The game debuted at Melbourne’s PAX convention, where positive feedback validated its appeal.
  • Instead of crowdfunding, the creators moved directly into product development and marketing based on confidence and market research.

Leveraging Trend Data and Social Media for Explosive Growth

Using tools like Exploding Topics, Jasson tracked emerging consumer behaviors and social media trends to target platforms like TikTok and Instagram, favoring video content to showcase the game’s lively nature. A paid TikTok launch campaign went viral, attracting influencers with millions of followers to share the game, amplifying reach organically.

Global Distribution and Future-Focused Sales Channels

Anticipating viral success, the team ensured worldwide availability by stocking inventory in major distribution centers across the U.S., U.K., China, and Australia. The game is now sold in prominent retailers such as Walmart, Target, Kmart, and Barnes & Noble, and creators are exploring emerging shopping trends like ChatGPT-powered purchases to stay ahead.

Empowering Creators and Entrepreneurs

Jasson and Delaney-John’s journey demonstrates how passion, adaptability, and data-driven marketing can turn a simple lockdown idea into a global phenomenon. Their advice encourages aspiring entrepreneurs to test ideas early, embrace imperfect launches, and harness trend intelligence tools to bring side hustles to life and create products that bring joy worldwide.