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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Excerpts Contd...

The Secret Revealed

The Codex of twenty seven artifacts, when completed, revealed three secrets. The first secret was that there were several parallel worlds existing in the universe, and the six amnesiac athletes came from these worlds. The second secret was that the worlds remained in coordination, due to the practice of the ancient sport called Labyrinth Running...

The Results

Like any other ARG, 'The Lost Ring' also involved gathering information through social networking.

The players were allowed to communicate with each other and also with the characters  - Ariadne, Diego, Lucie, Markus, Meihui, Noriko, Eli Hunt, Kai, and Larissa through e-mails, chats, bulletin, etc. and then also share the information on public forums. The players did not have to be technical wizards. Only access to the Internet and the ability to use image sharing was required. 'The Lost Ring' also used GPS devices called tracksticks to verify the labyrinth paths...


Exhibit I: More about Alternate Reality Gaming
Exhibit II: Image of the Clue Found in Sydney - Preparing the Human Labyrinth

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