It’s World Goth Day, so brands pulled out the old black lipstick, dusted off those boots and took to social media to engage with audiences.

Founded in the UK by two DJs, World Goth Day began in 2009 with an annual gathering and celebration of the Goth subculture. Now the event spans across multiple countries, with several events raising money for charity.

The BBC Archive paid tribute to its dark followers with a clip from a 1987 TV program that explains the subculture’s punk origins.

The Smithsonian Library added another bit of education to the holiday.

Brands often take to Twitter to join trending conversations and World Goth Day is no exception. Rather than claim to be “real” Goths on this comfortably dark day, most brands took a playful, self-deprecating approach, laughing at how little they fit into the subculture.

Totino’s mascot, Pet Zaroll, shared a cheerful post against a gothic background.

Energy drink brand G Fuel made one of their black cups to look like a member of the goth subculture, complete with hairstyle and dragon earring.

Progressive gave Flo a darker look just for the occasion:

Other brands used the opportunity to call attention to Goth-themed entertainment.

Naturally, Comedy Central gave a shout out to its infamous South Park Goth episode.

DC Comics paid tribute to its character, Raven and her dark origins.

Discovery Family pointed to one of Fluttershy’s more despondent moments from My Little Pony.

Will Farrell’s Baron Nocturna sends his blackest regards.

Ironically, Hot Topic did not join in the dark festivities. We would say that brands celebrated World Goth Day, but that’s not very Goth. They have, however, taken part in other social media holidays like Dinosaur Day and Caramel Day.