A TikTok video from MTA of Grimace boarding a subway train wearing a Mets hat

[shaownhasan]

The partnership led to other IRL activations and content, suriname b2b leads like a takeover of a 7 Train and fans dressing like Grimace at games. As Olivia Jepson, Senior Social Media Strategist at Sprout, says, “The fan culture surrounding Grimace and the Mets is unmatched. This partnership is even spawning more partnerships, like with the Metropolitan Transportation Agency, creating an entire Grimace universe.”


The play: Most people didn’t predict Grimace becoming a sports icon and the unofficial mascot of the Mets would be on their 2024 bingo card. Though unexpected, the brand partnership—like all great collaborations—was organic and driven by fans. When forging your next partnership, listen to what your audience wants above all else.

Electronics & technology companies who let humans shine
When you Google “how do tech companies use social media?,” the first result tells social marketers to post about products, services and research developments.

Technically yes, that’s true, they should do that. But it’s just as (if not more) important to showcase how these advancements help humans—putting people at the center of the story.

Humanizing a brand on social is key to fostering trust. Almost 80% of consumers agree a brand’s social presence has a larger impact on whether or not they trust that brand compared to 2023, per the Q1 2024 Sprout Pulse Survey.