There are only two types of people on Twitter these days: those who check their phones first thing in the morning, eager to solve the day’s Wordle, a cryptic word puzzle whose grey, yellow and green blocks have flooded social media feeds as of late; and those who absolutely don’t care about Wordle—or their friends’ cube-based scores—whatsoever.

Over the past couple of weeks, corporate Twitter accounts have increasingly started pandering to the former demographic, seizing on the love-it-or-hate-it game’s unique format and consumers’ obsession with it, to drive their brand message home.

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It’s not an unprecedented move. Companies, or more accurately, their social media teams, are often adept at keeping track of the cultural zeitgeist and harnessing it for their benefit, whether that means riffing on an popular internet meme or relatably posting about Netflix’s latest original series or, yes, even churning out parodies of an online word game that has ensnared and stumped the best of us.

Here’s just a small taste of the ways in which brands have been having fun with Wordle, cementing its status as the latest trend to take over Twitter:

But it’s not just what we think of as “in-the-know” brands that have been riffing on the popular word game. Accounts tied to many centuries-old institutions—often those with some sort of literary connection—including the Library of Congress and Shakespeare’s Globe Theatre in London, have eyed Wordle as a way to keep their content relevant among younger audiences.

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The game also seems to have a major foothold in India, with both homegrown brands and Indian counterparts of global companies taking to their respective Twitter accounts to celebrate the game. That may not come as a major surprise; while the words in Wordle are in English, India has the second-highest English-speaking population in the world at more than 125 million (that’s more English speakers than are in Canada, the U.K. and Australia combined).

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