Within the first month, Gritty generated a huge amount of media coverage, reaching nearly 70 million people on TV and earning 5 billion impressions online, worth $151 million in earned media. Gritty has been a media sensation, making appearances on The Tonight Show Starring Jimmy Fallon, Saturday Night Live and the TODAY Show.
Since Gritty cannot speak in person, the team uses social media as an avenue to build his voice and personality – amassing more than 200,000 Twitter followers in his first few months.