McDonald’s also saw a huge spike in sales last year when fans went as far as to make up their lore for the franchise’s character Grimace. During the launch of “Grimace’s Birthday,” TikTokers decided a more insidious story was appropriate for why the shake was created. This wasn’t planned by McDonald’s, of course, but they didn’t fight it. The phenomenon propelled the shake to outperform all other McDonald’s shake flavors in sales.

As Matthew Prince, an adjunct professor of social media and influencer marketing, told CNN, “What may seem like negative expression is a positive reflection of [the] ability to connect with a generation.” One could call this connection a fleeting trend, but it was likely due to creators feeling part of shaping the trajectory of Grimace lore forever (for better or worse).

Undeniably, capitalizing on lore for any brand may prove to be a slow process, as it needs much more consideration and manpower to strategize around. It also takes time to build and develop well, which today’s cycle does not always allow for. Picking up fans who “get it” may also happen more slowly than it did for the cores, like sowing seeds early to reap the crop later on.

For every person who gets it, one might lose five who just don’t. But with all these risks, brands could realize huge rewards—not just gaining fans, but ones who will stay engaged after a trend cycle ends. Ultimately, it’s about playing the long game. In weaving a rich tapestry of history, aesthetics and references over jumping on fleeting micro-moments, brands can meet Gen Z in their desire for deeper brand storytelling, world-building and connection.