What started as a ceremonial first pitch turned into the most unlikely story in baseball. After Grimace accidentally ignited a seven-game winning streak and became the New York Mets’ good luck charm, we found more and more ways for him to engage with fans throughout the 2024 MLB season, propelling the team to a turnaround playoff run. Fans couldn’t get enough of The Grimace Effect—creating and sharing their own content on social media, remixing Grimace's antics into memes, videos, fan art, and cosplay, all while the team kept winning. Without ever knowing what would happen next, McDonald’s was able to tap into the electricity of sports in real time, and transform simple IRL activations like riding a subway into viral moments driven by the fans.