Challenge:
The Paris 2024 Olympics is the most important competition for athletes, but also for brands. The 84 official partners paid 1.2B dollars of investment to get attention. So, what do you do when you’re not a sponsor to take part in the conversation?
Solution:
On the evening of August 10, during the France-USA basketball final, Stephen Curry nailed three-pointers back-to-back, leading his team to a crushing victory. A few hours later, we posted on McDonald’s France Instagram account: “For obvious reasons, we’re thinking of removing this sauce,” showing just…a simply curry sauce.”
Impact:
With 2.5+ billion impressions for $0 investment, our single French meme became a worldwide conversation. At the end, a non-sponsor brand got more attention than the official partners. Just with an Instagram post of a curry sauce.
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McDonald’s France - Curry sauce
One of the most talked-about brands at the Olympics without being a sponsor.
