Beware the "Grimace Effect!" Here's how a mascot's pitch sparked one of marketing's wildest home runs!
| From the desk of Miles Everson: Hi! Welcome to today’s “Gorillas of Guerrilla Marketing!” For those of you who are new to this term, guerrilla marketing is an unconventional strategy. The idea behind this is that marketing doesn’t always have to be conventional, traditional, formal, or boxed to be effective. Today, allow me to share an unforgettable and iconic guerrilla marketing strategy by a fast food brand. Curious? Continue reading to know more. |
Beware the "Grimace Effect!" Here's how a mascot's pitch sparked one of marketing's wildest home runs! There are moments in sports when logic goes out the window. A team is down, hope has vanished, and fans resign themselves to yet another year of heartbreak. Then, almost out of nowhere, something—or someone—shifts the energy. Suddenly, the impossible feels possible again. The crowd buzzes with new life, the players move differently, and even the most skeptical onlookers start to wonder: “What just happened?” That’s exactly the kind of lightning-in-a-bottle moment the New York Mets experienced in the summer of 2024. However, this wasn’t just about baseball; it was also about a guerrilla marketing masterstroke that blurred the lines between sport, culture, and brand storytelling. A Pitch that Changed Everything On June 12, 2024, Citi Field was supposed to host just another ceremonial first pitch. Over the years, plenty of celebrities had graced the mound for the honor. … but this time, the guest of honor was far from your usual ballplayer, actor, or pop star. It was Grimace—McDonald’s iconic purple character.
The Mets were off to a dismal 0-5 start, the fan base had lost faith, and the season already felt like a wash. … but after Grimace lobbed that quirky first pitch, something strange happened. The Mets exploded with 14 hits and a win against the Miami Marlins. The following night? Another victory. Then another. Soon, the team strung together seven straight wins. Woah… The sports world didn’t just take notice—it became obsessed. Fans and media dubbed the sudden turnaround, “The Grimace Effect.”
McDonald’s and its creative partners— Wieden+Kennedy New York, Bodega, and Golin PR —recognized a golden moment when they saw one. So, instead of letting the viral spark fizzle, they poured fuel on it, transforming what could’ve been a quirky one-off into a full-blown cultural wave. They:
Clearly, this wasn’t just marketing but also a guerrilla theater! Grimace stopped being a mascot. He became a lucky charm, a rallying point, and a living meme that bridged fast food, baseball, and New York City dignity. The Results The beauty of the campaign was its unpredictability. Sports media outlets—from The New York Times to The Athletic —covered the phenomenon. Fans created their own memes, hashtags, and lore around Grimace’s newfound baseball magic. Even opposing teams weren’t safe—the Mets swept their crosstown rivals, the Yankees, while #TheGrimaceEffect trended across social platforms. This wasn’t a story McDonald’s could have written on its own. Instead, it was the kind of grassroots cultural moment brands dream of—one born organically from fan energy, then nurtured by quick, clever amplification. In fact, the numbers behind the campaign were staggering:
… and most importantly for the fans? The Mets clawed their way back into wild card contention after a season many had already written off! That was nothing but AWESOME! For McDonald’s, what started as a simple character appearance became a cultural juggernaut. For the Mets, it was a second chance at a season that once seemed doomed. Why the Campaign Worked The brilliance of “The Grimace Effect” lies in its simplicity. It wasn’t scripted, overproduced, or forced. Instead, it played off timing, authenticity, and the power of collective belief. By embracing the unexpected and giving fans ways to join in on the fun, McDonald’s and its partners didn’t just market a mascot but also gave a city something to believe in. In the process, the campaign team created one of the most unforgettable guerrilla marketing campaigns in sports history. — Sometimes, the most powerful marketing doesn’t come from a perfectly polished plan but from knowing when to lean into culture and let fans carry the story. “The Grimace Effect” is proof that brands who stay agile, spot the moment, and amplify it with creativity can turn a simple stunt into a billion-impression phenomenon. For business leaders and marketers, the lesson is clear: Opportunity favors the brands ready to react. So, the next time your audience gives you an unexpected opening, don’t hesitate— swing for the fences ! Hope you’ve found this week’s guerrilla marketing insight interesting and helpful. Stay tuned for next Thursday’s Gorillas of Guerrilla Marketing! Do you want to know how FundThe New York Department of Education, Verizon, and the Metropolitan Museum of Art decreased spending on the arts over 47% over the past 7 years? See it in next week’s article! |
Miles Everson
CEO of MBO Partners and former Global Advisory and Consulting CEO at PwC, Everson has worked with many of the world's largest and most prominent organizations, specializing in executive management. He helps companies balance growth, reduce risk, maximize return, and excel in strategic business priorities.
He is a sought-after public speaker and contributor and has been a case study for success from Harvard Business School.
Everson is a Certified Public Accountant, a member of the American Institute of Certified Public Accountants and Minnesota Society of Certified Public Accountants. He graduated from St. Cloud State University with a B.S. in Accounting.
