Advertising Management CIA III

Case Study on McDonald's Advertising Strategy The 'Lost Ring' Campaign

By ± Nishant Sanghvi 08D1152 Marketing I

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

decided to be a part of the ARG. Brandweek. which left analysts wondering how McDonald's could have benefited from its involvement in the whole event. 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. The grand prize winner was AKQA for 'The Lost Ring' campaign. the AdweekMedia BUZZ awards were presented. the participants had to search for clues both online and offline.The 'Lost Ring' Campaign . for creating the most buzz-worthy campaign. To solve the mysteries. the editors of Adweek." "This Alternate Reality Game (ARG) extends McDonald's historic sponsorship of the Olympic Games in a brand-new direction. and Mediaweek chose the grand prize winner. the fact that it was sponsoring the ARG was revealed much later." In January 2009. The story was woven around amnesiac athletes from parallel worlds. The Olympics in Beijing are a very big event for us. as a part of its multi-pronged marketing campaign to commemorate four decades of association with the Olympic Games. no reference was made either to McDonald's or its products. Over three million people from 100 countries across the world participated actively in solving the mysteries. Greek mythology. with The Lost Ring being the most creative. The ARG that began in March 2008 attracted gamers from all over the world. 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. lost Olympic sport.The case focuses on the alternate reality game (ARG) named 'The Lost Ring' sponsored by the US-based fast food company McDonald's. The game started with a series of clues that led to hidden artifacts across the world. The Lost Ring. Esperanto language etc. All through the ARG. Some of analysts termed it as 'Dark Marketing. as they investigate forgotten mysteries and urban legends of the ancient games. The associated websites received millions of blog and media impressions. labyrinths. Our goal is really about strengthening our bond with the global youth culture. and finally to solving the mystery that involved finding the sixth Olympic ring. McDonald's. 'The Lost Ring' McDonald's Advertising Strategy .' as the presence of McDonald's was barely felt through the entire event. and we have a lot of different types of activation. Though McDonald's was involved in the game right from the beginning.

or product into the world of a game. The International Olympic Committee (IOC) was also actively involved in the project. To commemorate 40 years of sponsoring Olympic Games. whose main aim was to enhance the brand image of McDonald's while providing support to the Olympic Games.campaign was chosen for the winner due to its "Most seamless incorporation of a brand logo. and 'The Lost Ring' formed a part of those efforts. and 'The Lost Ring' formed a part of those efforts. whose main aim was to enhance the brand image of McDonald's while providing support to the Olympic Games. McDonald's Corporation (McDonald's) by renowned ARG designer Jane McGonigal (McGonigal) and AKQA.The 'Lost Ring' Campaign ." The campaign also won the BUZZ award in the gaming category. 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 launched a multipronged marketing effort. 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 launched a multipronged marketing effort. McDonald's Corporation (McDonald's) by renowned ARG designer Jane McGonigal (McGonigal) and AKQA. The International Olympic Committee (IOC) was also actively involved in the project. The Lost Ring. McDonald's Advertising Strategy . jingle. The Lost Ring. To commemorate 40 years of sponsoring Olympic Games. character.

.. the US.to bloggers across the world. revealed three secrets..in San Bernardino. The first secret was that there were several parallel worlds existing in the universe.Richard and Maurice . due to the practice of the ancient sport called Labyrinth Running. In 1961. The second secret was that the worlds remained in coordination. California. Packages were sent from a mysterious address .. who blogged frequently about gaming. in 1937. Canada.T L Ring. 1920 Olympi c Way. CA . McDonald's Advertising Strategy . Each package contained a few postcards from the 1920 Olympic Games .Q) Give a background note on McDonald ? McDonald's was founded by the McDonald brothers . Q) Was the secret about the lost ring revealed? If yes mention about it ? The Codex of twenty seven artifacts.The 'Lost Ring' Campaign . and Germany. located in the UK. Q) What was the mystery all about in the lost ring campaign ? The game started in February 2008 with McDonald's and AKQA sending packages to 50 active bloggers. and the six amnesiac athletes came from these worlds. when completed. 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. and a ball of yarn of different colors. and it soon gained popularity. a poster from the 1920 Olympic Games with a picture of a discus thrower. San Francisco. It was the first self-service restaurant in the US.

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

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