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McDonald's enlists orcs and elves in China

Firm turns to World of Warcraft as it tries to recover from food scandal

Published Wed, Nov 19, 2014 · 09:50 PM

Shanghai

MCDONALD'S Corp is enlisting the orcs and elves of the World of Warcraft in its fight to win over Chinese consumers scared away by food safety scandals.

To entice younger customers, McDonald's designed Warcraft- themed outlets and gave away virtual items such as magic turtles tied to the popular online role-playing game, its first cooperation in China with a computer game.

The effort comes as the world's largest resta…

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Companies & Markets

McDonald's enlists orcs and elves in China

Consumer & Healthcare

Sony deal for Paramount would draw added regulatory scrutiny

Lululemon to shutter Washington distribution center, lay off 128 employees

Gazelle Ventures makes cash offer for No Signboard shares at S$0.0021 apiece

P&G raises annual core profit forecast on resilient demand, price hikes

Cordlife calls for trading halt after shares sink to all-time low, pending announcement

Marina Bay Sands Q1 profit surges 51.5% to US$597 million on tourism boom

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