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 55,000 earned social mentions.
New York City Takeover
Grimace's birthday became a cultural moment that took over New York City. From lighting the Empire State Building purple and hosting a fan meet-up to commemorating his legendary first pitch with a permanent purple seat at Citi Field, we turned the internet's favorite McDonald's character into a NYC icon.
social
We created 30 real-time posts across McDonald’s and Empire State Building’s owned channels, garnering 55,000 earned social mentions.
