The Grimace trend shows that brands have to stay on their toes, even days after a campaign launches, and have internal plans around positive or negative reactions.
“This is a good opportunity to have a conversation internally, from the top level, to the person running the day-to-day social channels, about what the brand is comfortable with and the level of risk tolerance,” said Haberman, the marketing expert who didn’t expect McDonald’s to respond to the trend. “Even the most junior employee should know that not all engagement is the best thing.”
While the Grimace trend has picked up speed in the last few days, it seems to have started with a TikTok by Austin Frazier, who posted a Grimace-inspired video on June 13, the day after the shake came out. Frazier’s TikTok bio says he is “The first victim of Grimace.” In the video, he excitedly wishes Grimace a happy birthday, and then the next shot is him sprawled on his kitchen floor with the drink next to him.
from Digital Marketing Education https://ift.tt/FovbIjP
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