Leicester clinching the Premier League title triggered an 86% increase in normal Twitter activity in the UK. While the win was certainly unexpected at the beginning of the season, social media was prepared for the onslaught.

Tagging content with #havingaparty, the entire football world seemed to celebrate with the perennial underdogs:

Absolute scenes! #havingapartyhttps://t.co/816lJET2oj

— Leicester City (@LCFC) May 2, 2016

The Premier League title was in the balance at the start of the second half at Stamford Bridge, but as the final whistle blew, even the Chelsea supporters were celebrating Leicester’s victory.

The cameras were also on hand at Jamie Vardy’s house as the players celebrated:

From Captain Morgan to Virgin Media, Puma to Walker’s Crisps, here’s how brands capitalised on the foxes incredible triumph and the subsequent social media frenzy.

Leicester’s odds-defying season was the focal point of Puma’s reaction. The official kit provider created this video with the closing caption: “When the odds are against you, change the game.”

UNfuc*kingBELIEVABLE. @LCFC. #5000to1https://t.co/D7MWEz5KGS

— PUMA Football (@pumafootball) May 2, 2016

As Robbie Savage noted during Match of the Day, Manchester United have spent more in their last two years than Leicester in their entire history. Virgin Media cashed-in on the comparison, posting this ad online and in The Daily Telegraph’s sport supplement:

Rum brand Captain Morgan replaced their usual label with Wes Morgan, gaining the appreciation of the Leicester captain himself.

Well played, @Wes5L1nk. Today, there is #OnlyOneCaptainMorgan ! pic.twitter.com/LxMFUOh2Nf

— Captain Morgan (@CaptainMorganEU) May 2, 2016

Whilst Walkers continued their “Countdown to Kit Off” with Gary Lineker, referencing the brand ambassador’s promise to present Match of the Day in his underwear if Leicester won the league.

LEICESTER CITY ARE CHAMPIONS!

The kit is coming off for @GaryLineker next season! pic.twitter.com/0x5v0Ksdxz

— Walkers Crisps (@walkers_crisps) May 2, 2016

And finally, innocent drinks used the underdog fairytale to motivate their followers after the bank holiday:

If Leicester City can win the Premier League, you can make it through today.

— innocent drinks (@innocent) May 3, 2016

These brands combined creativity and comedy to harness unprecedented levels of engagement on social media following Leicester’s success, but who did it best?