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All through the ARG, no reference was made either to Mc Donald's or its products, which left analysts wondering how Mc Donald's could have benefited from its involvement in the whole event.
Despite this success, Mc Donald’s faces a number of challenges from unlikely sources like its customers who complain that the company uses its advertisement messages to target kids.
Still, Mc Donald’s has to contend with expensive lawsuits related to obesity claims as a result of consuming its unhealthy food.
In over 100 countries, political situations have not stopped Mc Donald’s from operating its outlets or franchises.
Mc Donald’s is also a stable company, economically for the past decades.
Mc Donald's, as a part of its multi-pronged marketing campaign to commemorate four decades of association with the Olympic Games, decided to be a part of the ARG, The Lost Ring.
The ARG that began in March 2008 attracted gamers from all over the world.In addition, there are also challenges of staff turnover, risks of food infection, and threats from competition.The company now strives to focus on provisions of healthy organic food as a response to its customers’ demands for future growth.To solve the mysteries, the participants had to search for clues both online and offline.Over three million people from 100 countries across the world participated actively in solving the mysteries.“Mc Donald’s vision is to be the world’s best quick service restaurant experience.Being the best means providing outstanding quality, service, cleanliness, and value, so that we make every customer in every restaurant smile”.The industry analysts estimated that Mc Donald’s spends over $ 1.2 billion in advertisement beating all other fast food companies.The kids’ advertisement and promotional strategies take the largest portion of this budget.The company relies on strong strategic thrust and competitive advantage that mainly focus on its resources for implementing its marketing objectives.Mc Donald’s is also one of the largest spenders on advertisement.