News

McDonald's launches social media campaign ahead of Sochi Olympics

January 21, 2014

Sochi 2014 marks McDonald's 10th consecutive Olympic Games as the "Official Restaurant," and to celebrate the chain has launched a new social media campaign aimed to connect fans with athletes.

According to a news release, supporters can send personalized messages to their favorite athletes and teams competing at the Sochi Olympics by using the hashtag #CheersToSochi on Twitter, or by visiting cheerstosochi.com.

The messages will be shared at a special display in the Athletes' Village in Sochi, where athletes can view and print these messages onto ribbons to wear around their wrists. Athletes will also have the ability to tweet their appreciation back to fans.

"McDonald's takes tremendous pride in our 38-year partnership of the Games, and we share in the International Olympic Committee's passion for bringing the world together," said Steve Easterbrook, global chief brand officer for McDonald's Corporation. "This Olympic experience gives fans the ability to make personal connections with athletes in Sochi in a way they've never had before."

Fans can send messages to athletes and teams beginning today. The opening ceremony for the Sochi Olympics is set for Feb. 7.

"McDonald's is a valued global Olympic partner, and we appreciate their incredible ability to reach millions of fans around the world with innovative, inspiring programs like this," Timo Lumme, managing director of the International Olympic Committee Television and Marketing Services, said in the release. "Their 'Cheers To Sochi' program celebrates the spirit of the Games and supports what we all stand for – bringing the world together to be our best."

Additional support in Sochi

Also as part of its partnership, McDonald's will donate a new children's playground to the city of Sochi. The playground is designed to meet the needs of children with disabilities.

McDonald's will also host its Champions of Play program, where kids can attend Olympic events, meet athletes and get behind-the-scenes tours of select Olympic venues. The Sochi Organizing Committee recently awarded the Russian program with its "Best Project of the Year for Youth Engagement" as part of the Sochi 2014 "Gateway to the Future" Sustainability Award.

Lastly, McDonald's guests in Sochi will be served during the Games by the McDonald's Olympic Champion Crew, more than 350 hand-picked crew members from across Russia. The restaurant employees are selected based on their status as McDonald's All Stars or Employees of the Month at their hometown restaurants.

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