ADWEEK's Social Media Week highlighted ongoing discussions around social and influencer marketing. Brands like McDonald's and Olipop showcased their unique strategies for engaging audiences through creative collaborations. McDonald's 'Grimace Effect' became a social media phenomenon after reintroducing the character, leading to successful partnerships and fan engagement. Olipop's collaboration with Barbie around a special flavor launch exemplified strategic brand partnerships that also resonate with cultural moments. Overall, the event underscored the importance of creativity and collaboration in modern marketing.
It was completely fan-led. [They] coined it, 'The Grimace Effect.'
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