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, challenge accepted. McDonald's France's strategy? Being part of the conversation on social media with legitimacy - i.e. when we had something proprietary to say - and humor. By chance, one of the highlights of these Olympic Games was the basketball match between France and the USA… and the best player was named after one of our products. The opportunity was just too good! We took it and decided to create an exchange between McDonald's France and McDonald's USA and to maximize the visibility of the activation. And it worked! Although the post originated in France, it generated millions of views on the other side of the Atlantic.