IOC Marketing Report – Beijing 200877 SponsorshipChapter Four McDonald's Olympic Champion Crew In a long- standing tradition, the McDonald's Olympic Champion Crew represented the best of the best restaurant employees from across the globe. Beijing welcomed more than 1,400 employees who had the honour of feeding the world's best athletes, as well as coaches, officials, media and spectators at McDonald's four Olympic restaurants. At a special global press event, these crew members kicked off the Games with a Big Mac Building Competition. More than 200 media captured the spirit of friendly competition as teams received their first gold medals of the Games. The Lost Ring Created in collaboration with the IOC, The Lost Ring represented McDonald's first entry into the world of Alternate Reality Gaming ( ARG) – an online social gaming genre popular with today's youth culture. The Lost Ring became the single largest global ARG ever with more than three million participants working together online in multiple languages and spanning 100 countries. Marketing and Promotions McDonald's created a global television commercial " The More We Get Together" that celebrated the spirit of bringing athletes together. In addition, McDonald's markets around the world featured special promotions and advertising to connect with customers. Giving Back McDonald's continued its legacy of giving back to the host country through a special donation by Ronald McDonald House Charities of 10 ambulances for children's hospitals in China's earthquake stricken Sichuan Province.