And there it was – the Stanley Cup belonged to the Chicago Blackhawks. McDonald’s was eager to show its support, and a tweet wasn’t going to cut it—this warranted something tangible. We placed real hockey sticks inside bus shelter-sized fry boxes and raised hockey ice-smiles on billboards along the Blackhawks’ victory parade route.

The impact on celebrating fans along the route was palpable. It didn’t hurt that media including USA Today and ESPN also felt the love. To keep the vibe going for another generation, we donated hockey sticks to Chicago youth charities.