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APR 1

An Online Game So Mysterious Its Famous Sponsor Is Hidden

McDonald’s is the sponsor of an enigmatic Olympic-themed online game called The Lost Ring.

New York Times, April 1, 2008 — NOT known for its dark marketing, McDonald’s is more a try-our-new-salad, get-your-Shrek-action-figure, look-at-our-dollar-menu sort of place.

For that reason, gamers were surprised to learn that McDonald’s was the sponsor of an enigmatic Olympic-themed online game called The Lost Ring, introduced last month. Nothing about the game was branded McDonald’s, and the game’s Web sites — mysterious and hip, like “Lost” mixed with “The Blair Witch Project”— were a far cry from the golden arches.

“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,” said Mary Dillon, McDonald’s global chief marketing officer. “Our goal is really about strengthening our bond with the global youth culture.”

Categories: New Media Marketing, Marketing Strategy
Tags: McDonald's, Gaming, Sponsorship

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