McDonald's is behind the Lost Ring ARG

McDonald's takes a departure from its usual marketing fare as an anonymous sponsor of an Olympic-themed online game, The Lost Ring, reports the New York Times.

McDonald's takes a departure from its usual marketing fare as an anonymous sponsor of an Olympic-themed online game, The Lost Ring, reports the New York Times. The alternate reality game (ARG) is described as a mix of the television program Lost and the 90s film The Blair Witch Project.

The game began about a month ago when 50 bloggers received packages with a poster and a clue that took them to the game's Web site. It combines online and offline play and calls for participants to collaborate.

McDonald's global chief marketing officer, Mary Dillon, describes its goal as “strengthening [its] bond with the global youth culture.” This is the first time McDonald's has sponsored a game, and it has been cautious to not make the branding too overt. The game continues through the closing ceremony of the actual Olympic games on August 24.

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