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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Introduction Contd...

The Lost Ring, an alternate reality game (ARG) (Refer to Exhibit I for more about alternate reality games), was created for the US-based fast-food company, McDonald's Corporation (McDonald's) by renowned ARG designer Jane McGonigal6 (McGonigal) and AKQA. The International Olympic Committee (IOC) was also actively involved in the project. To commemorate 40 years of sponsoring Olympic Games, McDonald's launched a multi-pronged marketing effort, whose main aim was to enhance the brand image of McDonald's while providing support to the Olympic Games, and 'The Lost Ring' formed a part of those efforts.

The ARG began on March 03, 2008, and ended on August 24, 2008, coinciding with the closing ceremony of the 2008 Beijing Olympic Games. As a part of the game, for a period of around six months, gamers from all over the world received clues about ancient mysteries and legends. The clues were hidden both online and offline. The gamers had to search websites like YouTube and Flickr for the clues.

They also had to hunt for clues in different places across the world. This called for participation from people in those locations. The game attracted over four million people, across 100 countries who shared information through blogs, forums, mails, etc...

Excerpts >>

6] 'The Lost Ring' was designed by games designer Jane McGonigal, who specialized in pervasive gaming and alternate reality games. Her earlier works include ARGs like I Love Bees, Last Call Poker, and World without Oil.

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