McDonald's Advertising Strategy - The 'Lost Ring' Campaign

            
 
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Case Details:

Case Code : MKTG215
Case Length : 15 Pages
Period : 2007-08
Pub Date : 2009
Teaching Note :Not Available
Organization : McDonald 's Corporation
Industry : Food and Beverage
Countries : USA

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.



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"The Olympics in Beijing are a very big event for us, and we have a lot of different types of activation, with The Lost Ring being the most creative. Our goal is really about strengthening our bond with the global youth culture."1

- Mary Dillon, Global Chief Marketing Officer, McDonald's, in 2008.

"This Alternate Reality Game (ARG) extends McDonald's historic sponsorship of the Olympic Games in a brand-new direction. Its goal is to create global collaboration and bring the spirit of the Games to people around the world. It will invite players from across the globe to join forces online and in the real world, as they investigate forgotten mysteries and urban legends of the ancient games." 2

- Jane McGonigal, Games Designer, The Lost Ring, in 2008.

Introduction

In January 2009, the AdweekMedia BUZZ3 awards were presented. The grand prize winner was AKQA4 for 'The Lost Ring' campaign. The awards were presented in 17 categories and in each of the categories the winners were selected by a panel of judges that consisted of 16 industry experts. From the 17 winners, the editors of Adweek, Brandweek, and Mediaweek chose the grand prize winner, for creating the most buzz-worthy campaign. 'The Lost Ring' campaign was chosen for the winner due to its "Most seamless incorporation of a brand logo, character, jingle, or product into the world of a game."5 The campaign also won the BUZZ award in the gaming category.

McDonald's Advertising Strategy - The 'Lost Ring' Campaign - Next Page>>


1] Stephanie Clifford, "An Online Game so Mysterious its Famous Sponsor is Hidden," www.nytimes.com, April 01, 2008.
2] Daniel Terdiman, "McDonald's is lead sponsor of Olympics-themed ARG, 'The Lost Ring'," www.cnet.com, March 06, 2008.
3] According to AdweekMedia, the BUZZ Awards are presented to those companies that "masterfully linked message to media to produce the best in the exploding field of branded entertainment from brilliant product placements to ingenious integrations."
4] AKQA is a US-based interactive marketing company. The company specializes in Internet and digital markets. Some of its prominent clients are McDonald's, Coca-Cola, Fiat, Nike, Microsoft, and Visa.
5] "2008 Buzz Award Winners," www.adweek.com, January 01, 2009.


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