The Lost Ring is part of a gaming genre called alternate-reality
games that blend online and offline clues and rely on players
collaborating to solve the puzzles. While corporate sponsorship of these games is common, this is McDonald’s first foray into the genre.
An Online Game So Mysterious Its Famous Sponsor Is Hidden – New York Times
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
Filed under: advertising, Branded Entertainment, Consumer, digital, Games, Gaming, Internet, Olympics, websites
August 23, 2007 • 8:55 am
Olympic sponsors celebrated the start of the one-year countdown to the
opening ceremonies with marketing initiatives intended to break through
For 2008 Olympics Campaigns, the Starter’s Gun Went Off This Month – New York Times
WITH less than a year to go until the 2008 Summer Games, the Olympic rings are everywhere in Beijing. How is an advertiser, even an official sponsor, supposed to stand out?
Olympic sponsors like Coca-Cola, McDonald’s and Lenovo, the Chinese computer maker that bought I.B.M.’s PC business, celebrated the start of the one-year countdown to the opening ceremonies, on Aug. 8, with marketing initiatives intended to break through the Olympics ad hype.
Coca-Cola took over about a third of the bus shelters in Beijing —
2,008 of them, to be precise — in what it called “the biggest outdoor
advertising presence ever seen in China.”
Filed under: advertising, Branded Entertainment, CPG, Olympics, OOH