#CheersToSochi

Around the Sochi 2014 Olympic Games, McDonald's ran a social media campaign called Cheers to Sochi. The Twitter hashtag #cheerstosochi was hi-jacked by activists and a mock website replicated the McDonald's campaign site, but with a twist.

#citizenrelay

On the lead up to the2012 London Games, citizen journalists in Scotland created this initiative to follow the Olympic torch relay around the country.

#media2012

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