Challenge: After serving as a proud sponsor of the Olympic movement for 37 years, leading up to the 2014 Winter Olympics in Sochi, McDonald’s needed to strengthen awareness of their brand as one that provides unique and meaningful experiences for its customers.

Creative: The team created a global social media campaign, Cheers to Sochi, which directly connected fans from around the world with Olympic athletes. Olympic fans sent personalized messages and good luck wishes to their favorite athletes and teams competing in Sochi by visiting www.cheerstosochi.com.

Change: The campaign generated more than 777 million media impressions; more than 5,500 fans sent messages via the www.cheerstosochi.com website; 779 unique athletes interacted with the McDonald’s Cheers to Sochi display in the Athlete’s Village – printing personalized ribbons of good luck; and nearly 3,000 total ribbons were printed onsite – made up from a collection of athletes, coaches, volunteers and media from 41 different nationalities.