Bright Idea No.1: Dark Marketing

Wasserman, Todd
July 2008
Brandweek;7/28/2008, Vol. 49 Issue 28, p16
Trade Publication
This article discusses dark marketing, an advertising technique with minimal product or brand visibility used to interactively involve consumers and interest those typically wary of corporations. Particular focus is given to an Internet-based alternate-reality game (ARG) developed by fast food restaurant McDonald's Corp. in anticipation of the 2008 Olympic Games.


Related Articles

  • McD's CMO Dillon Activates 'The Year of Innovation' Hein, Kenneth // Brandweek;5/5/2008, Vol. 49 Issue 18, p14 

    An interview with the chief marketing officer of the fast food restaurant McDonald's, Mary Dillon, is presented. Dillon discusses future McDonald's marketing campaigns, how it will handle protests concerning McDonald's endorsements of the 2008 Olympics, and McDonald's menu items. Dillon also...

  • McD's warms up for Olympics performance. York, Emily Bryson // Advertising Age;7/7/2008, Vol. 79 Issue 26, p8 

    The article examines the marketing plans of the fast food restaurant chain McDonald's for the 2008 Olympic Games. The company is one of the Games' official sponsors. Marketing executive Mary Dillon states McDonald's has a wide variety of in-store marketing strategies linked to the Games. The...

  • WHAT'S ON MCDONALD'S OLYMPIC-MARKETING MENU. York, Emily Bryson // Advertising Age;3/3/2008, Vol. 79 Issue 9, p10 

    An interview is presented with Mary Dillon, head of marketing for McDonald's. Dillon states that McDonald's official sponsorship of the 2008 Olympic Games will be the focus of its largest marketing campaign in history. She believes that a private company has no infliuence on the policies of the...

  • NBC Goes For Web Gold. Shields, Mike // MediaWeek;7/14/2008, Vol. 18 Issue 27, p7 

    The article reports that online advertising on the 2008 Summer Olympics Web site run by the National Broadcasting Network (NBC) is nearly sold out. Companies that have purchased advertising on the NBCOlympics.com Web site include McDonald's Corp., Johnson & Johnson, and Hilton Hotels Corp. The...

  • PAN.  // B&T Magazine;6/6/2008, Vol. 58 Issue 2661, p30 

    The article focuses on the Australian television commercial (TVC) for McDonald's linked to the 2008 Beijing Olympics in China. It notes that the TVC shows the Australian public listening to a race from a past Olympics in which they lean closer to their radios and televisions as the race...

  • Summer Olympics: The Great Haul of China. Janoff, Barry // Brandweek;7/28/2008, Vol. 49 Issue 28, p12 

    This article names several companies that are seeking to take advantage of the marketing opportunity afforded by the 2008 Olympic Games to be held in Beijing, China. Companies mentioned include consumer electronics and software company Apple Inc., beverage company The Coca-Cola Co., and fast...

  • Human-rights activists call for boycott of Olympic sponsors, but few Americans are likely to comply. Cebrzynski, Gregg // Nation's Restaurant News;5/19/2008, Vol. 42 Issue 20, p24 

    The article reports on the demand of human-rights activists to boycott the sponsorship of McDonald's Corp. and other restaurants to the 2008 Olympics in Beijing, China. Online stories speculate that the restaurants will not withdraw their sponsorship, and are not worried that customers will turn...

  • McD, Panda express go for the gold via Olympics recognition for crew members. Berta, Dina // Nation's Restaurant News;8/4/2008, Vol. 42 Issue 30, p4 

    The article reports on the recognition given by McDonald's Corp. and Panda Express Inc. in the U.S. to their crew members who will participate in Beijing Olympics in China. Jeremy Jacobi, McDonald's 2008 Employee of the Year, will join his Chinese colleagues to run four restaurants in and around...

  • CMO training for the Olympics by flipping burgers, cleaning toilets. Madden, Normandy // Advertising Age;6/20/2005, Vol. 76 Issue 25, p30 

    Features Shantel Wong and her training as the general manager of McDonald's for the 2008 Olympic Games in Beijing, China. Activities included in her training; Values implemented at McDonald's; Contributions of Wong to McDonald's; Career background.


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics