The McDonald's Cheers to Sochi website is set up so that fans can send encouraging messages to the athletes who will be participating in the upcoming 2014 Winter Games. Several athletes like US speed skater Shani Davis has emphasized how much the support means, saying: "The encouragement from fans serves as significant motivation for me and my fellow athletes as we compete for gold in Sochi."

To participate in the interactive social media campaign, people can either visit cheerstosochi.com to cheer on an athlete or team, or just send out a tweet using #CheersToSochi. Messages from fans will be displayed at the Athletes’ Village and Olympians can even print out these messages as ribbons to wear around their wrists.