www.thelostring.com/ – A great website for the case study of the “The lost Ring” the ARG marketing for the Olympic games 2008.

The Lost Ring was an alternate reality game (ARG) initiated by McDonald’s, as part of their marketing for the 2008 Olympic Games in Beijing, China. A co-production between McDonald’s, AKQA, and Jane McGonigal, the game was notable for its global scope: taking place across six continents, in seven lanugages, and running for six months (29th Februrary – 24th August 2008). It began with six amnesiac athletes with strange tattoos, and culminated in the “revivial” of a fictional Ancient Olympic sport – which the narrative described as having disappeared 2000 years ago before the events of the game.