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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Background Note

McDonald's was founded by the McDonald brothers - Richard and Maurice - in San Bernardino, California, in 1937. It was the first self-service restaurant in the US, and it soon gained popularity. In 1961, Ray Kroc who was a franchising agent for McDonald's bought out the business rights for McDonald's and changed the name of the company to McDonald's Corporation...

The Mystery Begins

The game started in February 2008 with McDonald's and AKQA sending packages to 50 active bloggers, who blogged frequently about gaming.

Packages were sent from a mysterious address - T L Ring, 1920 Olympic Way, San Francisco, CA - to bloggers across the world, located in the UK, Canada, the US, and Germany. Each package contained a few postcards from the 1920 Olympic Games , a poster from the 1920 Olympic Games with a picture of a discus thrower, and a ball of yarn of different colors...

The Story Unfolds

'The Lost Ring' featured six characters who had amnesia and did not remember anything about themselves. They found themselves in different places in the world, blindfolded, wearing sports attire, with a tattoo on their hands in the Esperanto language - that translated into 'find the lost ring'. All of them were athletes with the caliber to participate in the Olympics...

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