Gamers are challenged to solve a mystery that links to the 2008 Summer Olympics, of whom McDonalds is a not-so-subtle sponsor. The game was launched by sending cryptic packages to 50 bloggers, that eventually linked them to the game. It was designed to let the buzz grow on its own, gathering users internationally.
Hmm, Ronald. While we recognize global companies face a challenge in reaching individual local markets, the goal is to communicate one’s core identity. And here, we fail to see the connection. “Our goal is really about strengthening our bond with the global youth culture,” explains Mary Dillon, McDonalds’s chief global marketing officer, in a recent NY Times article.
While inventive, the new campaign is inconsistent with the company’s brand positioning, and in branding, consistency is key. Sorry Ronald, but we doubt gamers will turn into loyal burger-buyers. They may be lovin’ it, but that doesn’t mean their eating habits will change.