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 him as their unofficial mascot.

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.

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Even @newyorkercartoons tapped into the convo about Grimace, with people chiming in and sharing the love

New York Mets Add Purple “Grimace” Seat at CitiField

Mets fans adopted Grimace as their good luck charm, leading to the installation of a commemorative purple seat in Citi Field's section 302, row 6, seat 12—the day Grimace threw out the first pitch.

WORK PRODUCED AT GOLIN & WIDEN AND KENNEDY

AD: AMANDA SIDERIS CW: BRIAN MEYER

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