The Grimace Effect
On June 12, 2024
McDonald's Grimace celebrated his birthday by taking the mound for a New York Mets’ ceremonial first pitch, and became the most fun – and unlikely – sports hero of the year. That day would be the start of a seven-game winning streak, giving wary Mets fans hope that he could be the spark that saves their lost season. All across the internet, they quickly claimed Grimace as their good luck charm, and The Grimace Effect was born.
Without ever knowing what would happen next, McDonald’s was able to tap into the electricity of sports, and the superstition of baseball, by resurfacing the lovable purple monster in timely, unexpected ways when the fans needed him most. All told, we:
took over @mcdonalds X account and Live-tweeted games from Grimace’s POV
gave him a 50-foot billboard at citi field
integrated him into the Mets’ 2025 schedule release video
Convinced the Empire State Building to light up purple during the Subway Series (mets swept btw)
Installed a commemorative purple seat in Citi Field in Grimace’s honor
took over the MTA’s #7 subway train to Citi Field with custom Grimace-Mets decals so fans could ride a literal Grimace Train, and a surprise appearance by the Purple king himself
and the crazy thing is, it all worked.
What started as a one-off stadium appearance turned into an emotional rollercoaster that lasted from June to October, as the Mets recorded a historic turnaround. Fans made custom Grimace apparel, wore costumes, and carried totems. players wore purple cleats. the vibes were immaculate, and all the positive energy led to their best season of the decade – a .628 winning percentage in The Grimace Era, and their first NLCS appearance in 9 years.
Awards
winner, Webby Awards - Best Community or Fan Engagement
winner, people’s voice webby award - advertising/media/pr real time response campaign
gold, clio sports - event/activation/stunt
gold, clio sports - best use of social media
silver, clio sports - best use of mascot
gold, Shorty Awards - integrated campaign