The Challenge
During the Paris 2024 Olympics, the most difficult challenge for brands was to get noticed, and this is even more true for those who were not partners of the event. Well, to win the Olympics buzz game without being an official partner, McDonald’s France decided to slam dunk the king of basketball.
The Solution
August 10th, 2024. 9.30pm. More than 8 million French people are watching the basketball final, and not just any final: France – USA, the proud host country against the best team in the world. An incredible game, full of suspense, at least until one player gave the victory to USA with a 24-point performance. His name? Stephen Curry. And he took great pleasure in taunting the French players and fans. As soon as the game was over, social media was abuzz. Curry: the name was everywhere and drove the French crazy. We immediately saw the opportunity: because « Curry » in France is first and foremost the name of an iconic sauce beloved by our French Fans. Our community manager just posted on Instagram: “For obvious reasons, we are considering removing this sauce”. And that’s how a little joke became one of the most talked about topics of the Olympics.