Creating Kermencement

What began as a joyful surprise quickly became a national sensation. The University of Maryland’s 2025 commencement, featuring beloved Muppet Kermit the Frog, sparked a cultural moment dubbed “Kermencement,” earning unprecedented attention across media and social platforms while inspiring and delighting graduates, families and audiences worldwide. 

Kermit's speech carried special meaning for the university, as his creator, Jim Henson, is an alumnus who first brought the beloved character to life on UMD's campus. 

Through strategic storytelling, creative campaigns, and cross-platform engagement, UMD’s Office of Marketing and Communications (OMC) transformed a single graduation ceremony into a global celebration, reminding the world that even in serious moments, joy and song can unite us all.

OMC collaborated with The Muppet Studios and the University of Maryland’s College of Arts and Humanities, Arts for All initiative, Office of the President and Office of Special Events to make this possible. 

For months, the identity of UMD's 2025 commencement speaker remained under wraps. During the days leading up to the announcement, OMC built momentum through subtle hints and creative social teasers that fueled speculation. 

On March 26, UMD announced that Kermit the Frog would be its 2025 commencement speaker, driving interest and excitement from the campus community as well as major national media outlets, from Good Morning America and CBS Mornings to The Hill and USA Today.

Bringing “Kermencement” to life required months of careful coordination by OMC. In partnership with The Muppets Studio, OMC produced the announcement video, built a phased rollout plan for social media and prepared targeted outreach to national and local media outlets. 

Once the news broke, OMC managed a surge of press interest—fielding inquiries, providing assets and amplifying coverage across channels. At the same time, the team worked closely with The Muppets Studio team to align creative direction, handle approvals and coordinate logistics for Kermit’s role in the upcoming ceremony.

As the ceremony approached, the Office of Marketing and Communications sustained and amplified the global excitement around Kermencement. Our media relations team coordinated an ambitious series of interviews and appearances that showcased Kermit the Frog on all the “Big Four” major broadcasting networks (NBC, ABC, CBS and Fox)—along with PBS, CNN, MSNBC, NPR and more.

Our social media and video teams coordinated heartwarming behind-the-scenes content with Kermit, including a social media interview and personal message to graduates before the ceremony. Collaborating with partners across our entire campus, OMC also led efforts to “glow green for Kermit,” lighting campus landmarks in Kermit’s honor.

The university’s own social channels smashed engagement records, delivering more than 4 million impressions and 200,000 engagements. Footage of the ceremony became the most-viewed Instagram story in UMD history with 14,000 views, and a single photo of Kermit addressing the crowd topped all university posts with over 54,500 likes.

Following the ceremony, media attention continued to build. International outlets like the BBC, AFP, Daily Mail, and Australian Associated Press covered the address, while national headlines lauded Kermit's “Leap together” message and celebration of creativity, kindness and connection. The moment even drew satirical praise from The Onion and inspired commentary in outlets as varied as Salon, Inside Higher Ed, and CNBC.

UMD’s Kermencement was also featured in Google’s 2025 Year in Search and in CNN's 2025: The year in pictures.  

It was a true honor to support this historic occasion for the university community, create an unforgettable experience for our graduating class, and bring Kermit “home” to UMD.