Lost Ring Sponsored by McDonalds

25 04 2008

The Lost Ring

This is quite a surprise: Beijing 2008 ARG The Lost Ring is sponsored by McDonalds. The NYT has a registration wall, so I suggest bugmenot, but here’s a highlight that conveys the gist:

“I think finding out that it was McDonald’s was kind of a big shock for everyone,” said Geoff May, a player in Ontario who founded a Web site (olympics.wikibruce.com) on the game. “Obviously it’s McDonald’s, and not everyone likes them,” he said. “Personally, I don’t mind as long as we don’t get products forced down our throat. If we’re getting McDonald’s meals sold by characters, it’s going to be hard to suspend our disbelief.”

That’s part of the reason McDonald’s has remained behind the curtain thus far. A successful alternate-reality game relies on the players’ continuing interest.

“If an A.R.G. is too clearly corporate or commercial, the gamers will not want to engage,” said Tracy Tuten, an associate professor at Virginia Commonwealth University, who studies new-media marketing tools. “It’s very important that the game be written in a way where the branding is not obvious.”

McDonald’s has been careful to reflect that, Ms. Dillon said. “Above all, we want to be credible, authentic and respectful to this new audience,” she said.

As a recent academic report pointed out, marketing is now about relationships rather than transactions. There are still many large brands that don’t understand this, and McDonalds getting it took me unawares. I’ve a feeling that by the time ARGs are established, the reputations of more than a few brands will have been turned on their heads.

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