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McDonald's public relations disaster rapidly became a viral sensation, resulting in double-digit sales increases and a 13% boost in stock value in the United States this summer.
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The Grimace Shake, a limited-edition purple milkshake commemorating Grimace's 52nd birthday, created the #grimaceshake social media frenzy on June 12.
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With phony gory and horrific scenarios like food poisoning, blast fatalities, and grotesque transformations, this strange phenomenon initially drew eyebrows.
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Instead than focusing on public relations and damage control, McDonald's marketing and social media experts embraced the unusual trend, evoking nostalgia for Grimace, a beloved, derpy, and humorous character from the past.
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Grimace tweeted about the trend during his birthday celebration.This clever marketing strategy is akin to McDonald's successful Adult Happy Meal campaign.
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McDonald's nostalgic marketing leverages social media to reach across generations. Grimace, a McDonaldland character from 1971, was resurrected to evoke childhood birthday celebrations.
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The #grimaceshake craze grew viral due to widespread participation from consumers of all ages.Austin Frazier, a social media manager, invented the #grimaceshake meme.
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It exposed younger audiences to a nostalgic story. Second, the excitement prompted the older generation to rediscover McDonald's.
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Courtney Cox pretended that the #grimaceshake turned her dog into a purple-eared monster.
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Grimace Brought Big Sales Growth To McDonald'
McDonald's recognizes that adults miss Happy Meals and desire an adult version. McDonald's and other companies are thrilled.
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