ABSTRACT
Increased utilization of the Internet and Web 2.0 platforms, such as social media sites, has shifted message control and branding initiatives to include the voice of the consumer. Consumers can engage in two-way communication with brands through posts and comments, which can impact the image and management of brands. As Bal, Campbell and Pitt (2012) acknowledged, “[m]oney and advertising are no longer the sole controllers of message dissemination. Stakeholder interaction is now key to brand and image management” (p. 204). While stakeholder engagement and interactivity now play an integral role in modern-day marketing, the digital media environment simultaneously increases the difficulty of branded initiatives staying on message.
In January 2014, McDonald’s, an Olympic TOP sponsor of the 2014 Sochi Olympic Games, launched a social media campaign to activate its sponsorship. The overarching goal of this campaign was to encourage communication and connection between fans and Olympic athletes. Employing two main platforms, Twitter and an official webpage associated with the campaign, individuals could send personalized messages and well wishes to their favourite athletes and teams competing in Sochi through the hashtag #CheersToSochi, or by going to the website www.cheerstosochi.com (McDonald’s, 2014). As part of the activation, six US and Canadian athletes agreed to five-figure endorsement deals with McDonald’s to promote the #CheersToSochi campaign on Twitter and Facebook (Mickle, 2014).
