Chicago Bulls centre Joakim Noah, not known for his three-point prowess, grabbed his coach's attention with a misguided long-range attempt aimed at satisfying fans hoping for free hamburgers.
Chicago fans receive a free McDonald's Big Mac if the Bulls score 100 points in a home victory.
The Bulls were leading Orlando 99-93 with 3.8 seconds remaining in Tuesday's contest when Noah, egged on by the crowd, fired from three-point range and missed.
Bulls coach Tom Thibodeau spoke to Noah about the incident, although he declined to divulge what was said.
"I talked to him about it, but I'm going to keep that private," Thibodeau said.
After the game Noah said: "I regret it a little bit.
"It wasn't a good shot.
"You have to respect the game because you never know what can happen in a game.
"I just got caught up in the moment and I was trying to get the people a Big Mac."
Although Noah scored 20 points with nine rebounds and four assists in the victory, he was an unlikely candidate to deliver from three-point range.
It was just his fifth three-point attempt since he entered the NBA in 2007, and he hasn't hit one yet.