McDonald's, the worldwide partner of the Olympic Games and the Official Restaurant of the Games, announced last week its latest campaign to unite China to cheer for the home team athletes next summer.
On December 5, the fast food giant launched a national campaign in Beijing called "China wins, I'm lovin' it," with the aim of selecting a specialized cheering squad among Chinese and expatriates. McDonald's, which is also the official partner of the Chinese Olympic Committee, is working closely with the Beijing-based organization on this campaign.
McDonald's has invited the public to record video clips of themselves cheering Chinese athletes and upload these clips onto its official China-based website at www.mcdonalds.com.cn before January 25, 2008.
It will then select five finalists and invite them to the 2008 Olympics to cheer on the Chinese athletes.
"We are deepening our cooperation with the Beijing Organizing Committee for the Olympic Games", said Zhang Jiaying, marketing director of McDonald's in China. "Today we have created a new stage to help spread the Olympic craze among the Chinese public."
"Athletes are at the center of the Games. Chinese athletes are the pride of all Chinese. McDonald's hopes everybody in China will have a chance to cheer for our country's pride," she said.
McDonald's cheering campaign is designed to capture the imagination of young Chinese.
As more and more young people join the 'digital landscape,' they are eager to speak their minds and share their feelings with others using instant technologies like podcasts.
McDonald's, which owns the exclusive marketing rights in the restaurant and food service category for the Games, also encourages visitors to have fun in their restaurants. As such, it has installed Olympic cheering stations at some outlets for guests to record their video clips.
McDonald's will also roll out Olympic-themed wristbands in the five Olympic colors.
In February 2004, McDonald's extended its global sponsorship agreement with the International Olympic Committee to include the 2012 London Games.
