THE GRIMACE EFFECT
What started as a simple local partnership when Grimace threw out the first pitch at the Mets game, turned into a miracle seven-game winning streak, a collaboration with an iconic NYC building, and over 55 thousand earned social mentions.
In the news
It didn’t take long for New York City to adopt Grimace as their unofficial mascot.
MCD x ESB
He became such a phenomenon even the Empire State Building slid into our DMs, so we decided to make Grimace the King of NYC to celebrate his birthday.
We hosted a birthday meet-up for some of his biggest fans at the top of the Empire State Building, complete with Grimace merch.
Then we turned the top of the Empire State Building purple to celebrate the birthday boy and honor NYC’s unofficial mascot.
social
We concepted, captured, and executed 30 real-time posts across McDonald’s and Empire State Building’s owned channels, garnering 55 thousand
earned social mentions.
