McDonald's has unveiled a new social media campaign ahead of the Sochi 2014 Winter Olympic Games, inviting fans to send good luck wishes to their favorite athletes and teams competing in Sochi by using the hashtag #CheersToSochi.
The cheers 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.
"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."
The campaign is being promoted through a 60-second video.
The Winter Olympics are taking place between 7 and 23 February.