Brands were as active as ever on social platforms in 2024, creating memorable memes and moments of their own: Calvin Klein gave the world shirtless Jeremy Allen White and Kendrick Lamar gave any brand with a connection to mustard a reason to shout it.

Social media, streaming and gaming platforms were tested to their fullest this year, with advertisers leaning in to platforms across the spectrum, from Instagram to Fortnite and Twitch. There were low moments for sure online, and there was a predictable drumbeat of backlashes against brand’s that made missteps, such as when Heinz was criticized over an image for a campaign that was deemed culturally insensitive. Some brands, however, tried to use social media to rebuild their online reputations. That included Bud Light, which worked with comedian Shane Gillis on a campaign that was seemingly designed to appeal to fans of the beer that boycotted it last year.

Also read: See the top TikTok moments here

There were plenty of fandoms, cultural events and celebrities to keep brands engaged in the online conversations. Below is Ad Age’s list of the top social media moments from 2024. The list, which is in alphabetical order, does not include TikTok-specific campaigns, because the app seems to have transcended into a self-contained marketing universe with its own “demure” way of trending.

Adidas x Fortnite

Adidas put some skins in the game this year, specifically on Fortnite, where it released a bundle of virtual tracksuits for players to wear. The partnership was heralded with a post from @FortniteGame on X in July, garnering a million views. Adidas dubbed its Fortnite skins and other digital accessories the “Three Stripe Bundle Squad,” a nod to its classic jumper and logo.

Beyoncé x Levi’s

In March, Beyoncé released her hit album “Cowboy Carter,” helping propel the Western style into the zeitgeist. Brands from Oscar Mayer to Elmo donned cowboy gear on social media to partake in the “yee-haws.” Levi’s, perhaps, capitalized the most, teaming up with Beyoncé on a full-on campaign that launched in September. A song on the album was titled “Levii’s Jeans,” and Beyoncé filmed a remake of Levi’s classic launderette commercial. The video garnered 17 million views on YouTube and nearly 95,000 likes on Instagram.

Bud Light x Shane Gillis

Bud Light has been trying to restore its marketing mojo after receiving significant social media backlash in 2023. Some fans initiated a boycott of the beer after disagreeing with its social media promotion of the transgender influencer Dylan Mulvaney, prompting the beer giant to reset. Most recently, in November, Bud Light teamed up with Shane Gillis to poke fun at itself, presenting the comedian in commercials in which he appears miscast. One of the spots was pinned to Bud Light’s X account, and it shows Gillis being confused that he’s shooting a perfume commercial while drinking a Bud Light. Gillis made his Bud Light marketing debut in August. 

Calvin Klein x Jeremy Allen White

The Calvin Klein-Jeremy Allen White photo shoot, where “The Bear” star dropped his pants and made couch-sitting sexy, was ripe for social media. The January collaboration reminded Gen Xers of Mark Wahlberg’s 1990s Calvin Klein team-up. Brands were quick to imitate some of Allen White’s poses, and the couch in the photo shoot even made its way to sale on Facebook Marketplace, as part of a stunt from Mojo Supermarket. 

Google x “Beetlejuice Beetlejuice”

Google turned Beetlejuice Bob into an influencer for its campaign in September. A video of the commercial, in which Beetlejuice Bob uses Google’s AI Overviews feature, is sitting at almost 25 million views on YouTube. The brand deal was just one of many, including one with CarMax, for “Beetlejuice Beetlejuice,” the follow up to Tim Burton’s original. “Beetlejuice Beetlejuice” also built a gaming world within Roblox, where it linked to real-life ticket sales through Fandango.

Also read: What ‘Beetlejuice Beetlejuice’ learned from ‘Barbie’ 

Kendrick Lamar x mustard

In November, Kendrick Lamar dropped his latest album “GNX,” and one lyric caught brands’ attention the most: "Mustaaaaaaaard." Lamar, who gave the internet an endless supply of entertainment this year with his Drake dis campaign, shouted “mustard” in the middle of his track “tv off.” That was easy fodder for food brands, including McDonald’s and Heinz, to announce their mustard affiliations.

Mixoloshe (Smashd) x intern

Mixoloshe intern Nicole Wingard helped the mocktail brand with its name-change to Smashd by smashing social media this year. Wingard waged a months-long campaign on Instagram in the lead up to the rebrand, culminating in a video that captured more than 30 million viewers, Ad Age reported at the time. Wingard orchestrated the marketing stunt, telling Instagram followers that she had challenged her boss by saying her little account could provide better marketing results than the brand’s main strategy. The campaign, although staged, worked.

Nike x Kai Cenat

Celebrity Twitch streamer Kai Cenat had a seminal year with brand deals and celebrity crossovers. In February, Nike announced it signed Cenat to a deal, and the brand has since been spotted in his streams. In September, Cenat revealed the new “Low Poly” Nike Air Max 1 sneakers during a stream. In November, Cenat held a record-breaking 24/7 subscriber marathon, which featured celebrity guests from Snoop Dogg to Bill Nye and led to building a 727,000-follower fan base on Twitch. Cenat also had a popular collaboration with McDonald’s this year.

Taylor Swift x Super Bowl

Taylor Swift’s effect on the NFL started in 2023, when she began dating Kansas City Chiefs’ star Travis Kelce and regularly attending games. But her full powers peaked at the Super Bowl this year, where the Chiefs won it all, giving brands a chance to hitch a ride on her star. Leggings brand Sheertex showed the way by posting a picture of Swift wearing its tights at a Chiefs playoff game. Super Bowl marketers, such as Reese’s, also referenced Swift trivia in campaigns around the game.

Look back: Inside the Taylor Swift effect on Super Bowl marketing

Xbox x Deadpool x Wolverine

“Deadpool & Wolverine” was marketing adamantium this year. The irreverent comic book character, portrayed by Ryan Reynolds, lent to some comical ads, including work with brands such as Heineken, Heinz, Old Spice and DiGiorno. One asinine marketing stunt sticks out, the “cheeky” controllers designed for Xbox.