The world's largest fast food chain is promoting the return of one of its most beloved sandwiches, the McRib, with the McDonald's The Quest game, which invites its Facebook fans to search for a real golden McRib sandwich among its locations.
The McDonald's The Quest game, fully titled 'The Quest for the Golden McRib' has players use Google Maps to hunt for golden McRibs that are hidden at different McDonald's locations across the globe. There are 10 golden McRibs to find and McDonald's makes the game a fantastical one by introducing strange characters like a giant purple elephant, a boxing bear and "viking accountants."
The McRib sandwich itself is available across the United States -- for the time being. According to Marta Fearon, marketing director of McDonald's U.S., "At this time, we can't speculate on [McRib's] return in the future, but we hope McRib fans will enjoy it now while it lasts."
Virtual Sandwich Adventures
Look for a Golden McRib in the McDonald's 'The Quest' Game
Trend Themes
1. Gamification in Marketing - The McDonald's 'The Quest' game demonstrates the use of gamification to engage consumers and promote a product.
2. Augmented Reality - The use of Google Maps in the game highlights the potential for augmented reality to enhance gaming experiences.
3. Limited-time Offers - The temporary availability of the McRib sandwich creates a sense of urgency and exclusivity, leveraging the power of limited-time offers.
Industry Implications
1. Fast Food - The McDonald's promotion showcases how fast food chains can utilize interactive games to generate buzz and drive customer engagement.
2. Gaming - The integration of real-world locations in the game demonstrates the potential for incorporating real-world elements into virtual gaming experiences.
3. Advertising & Marketing - The use of gamification and limited-time offers in the campaign highlights new opportunities for advertisers and marketers to capture consumer attention.