Main Stage
The Grimace Effect

How a Birthday Celebration Became a Cultural Phenomenon on Snapchat and Everywhere

Tuesday, September 12, 2023
2:50 PM - 3:10 PM (EDT)

Celebrating a birthday has never been more fun! Discover how McDonald's and Snapchat transformed the iconic Golden Arches into an invitation to Grimace's unforgettable birthday bash. Using Augmented Reality and SCAN technology, McDonald's brought Grimace, one of their most beloved characters, back into the spotlight, giving a new generation the chance to meet the lovable purple fellow.

This session will explore how an iconic fast-food brand created an unforgettable experience that bridges the Grimace of the ‘90s with today's refreshed persona through the magic of Snapchat. Hear how this playful marketing approach exemplifies McDonald's commitment to staying culturally connected and ensuring that Grimace remains a timeless character for all.

Katelyn Kroneman Jennifer "JJ" Healan