An Online Game so Mysterious its Famous Sponsor is Hidden

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 arches.

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