Grimace mania took McDonald's by surprise.
, which saw billions in reach and millions of mentions, becoming the top trend on Twitter and within the top 3 hashtags on TikTok for days. Guillaume Huin, McDonald's head of social media, says he's received tons of questions about the phenomenon, including from people who are convinced McDonald's knew what it was doing, but he says the brand was taken by surprise.
"If you think we planted the grimace shake trend, thank you. So much. But you think way too highly of us," he says in a tweet."This was a level of genius creativity and organic fun that I could never dream about or plan for - it was all from the fans, and the fans only, and the initial spark came from Austin Frazier."
I have received so many questions about the Grimace Trend and how McDonald's handled it. I shared on LinkedIn but here is an insider view from the social media team of what happened :- if you think we planted the grimace shake trend, thank you. So much. But you think way too… pic.twitter.com/dMjxSu9jkDWhile Huin denies responsibility for how the Grimace shake took off, he recognises that McDonald's playful approach to social media may have helped set the tone.
He also reveals that McDonald's was torn about how to respond to the viral trend that took off. After all, the whole thing is a joke that centres on a suggestion that the product is lethal."I think my very first text to the team and agencies was 'not sure we should jump in'," Huin writes in hisOn the one hand, he says the campaign was already so successful, it felt like jumping in could risk jeopardising that since it could be seen as being self-serving.
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