Since ‘I’m lovin’ it’ is McDonald’s global catchphrase, we combined these two concepts to create a new catchphrase for the Olympics “I’m loving it when China wins”.

We created a fully integrated digital campaign which includes viral video and interactive banners to drive word of mouth as well as conversations in the digital space. The campaign invites participants to cheer for China by posting this catchphrase via video, photos, message boards and audio onto the McDonald’s website. Utilizing user participatory format, we encouraged them to vote for the best cheerer.The ten best cheerers were those who received the most votes from consumers. They will then star in the first ever online reality show in China. The ten best cheerers were invited to a two week long Cheering Camp in Beijing where they were coached by professionals and celebrities in the art of dancing, singing, communicating, and cheering!

The massive traffic to the McDonald’s Cheer website made it the Number 1 most popular website as ranked by Google China when searching for Olympic cheering information. We did not purchase any key search words to enhance results.