A Threads post from Beyond Meat that reads: "Hello to our new followers.

[shaownhasan]

At first glance it’s easy to assume Beyond Meat’s Threads suriname b2b leads method is just fun for the sake of fun. But it seems to be part of a larger play to skyrocket the brand back into public dialogue. After a historic IPO, the brand was assailed by a campaign attacking the healthiness of its products. This year, Beyond Meat has been recouping positive sentiment losses and successfully rebounded its earnings.

The play: Introducing an unhinged social persona isn’t easy to do well. Mainly because it’s been done so many times already and without a clear purpose. Beyond Meat found the white space on Threads, which helped. But, if you look more closely, they also carefully reinserted themselves back into online culture and wove together a community of fans—which was part of a larger, big-picture marketing effort.

McDonald’s x Mets: Grimace, the MLB MVP
McDonald’s took the internet by storm the past few years by bringing back their character Grimace. The giant purple being became a viral sensation after the Grimace Shake trend erupted on TikTok in 2023.

In 2024, Grimace (and McDonald’s) partnered with the New York Mets baseball team. It all started when Grimace threw out the first pitch at a Mets game that prompted a seven-game winning streak. Since then, the adorable purple blob became a fixture at Mets games and now even has an honorary seat in their stadium.

A TikTok video from a Mets game where they introduce celebrities on the jumbotron. The crowd goes wild when Grimace comes on the screen.