Following Wal-Mart, McDonald's Caught With Fake Blogs
Perhaps directing some of the attention away from Edelman who was behind the Wal-Mart fake blog (flog) thing, are two new blogs for McDonald's, but not labeled as such. The co-promote with Monopoly. The Consumerist points to 4railroads and McDmillionwinner (link goes to Google cache as someone inside McDonald's apparent said "oops" and pulled the blog) and explains how the two sites are inter-related. Even though they carry dead giveaway copy written not by bloggers but by copywriters, the two blogs do not mention any association with McDonald's or Monopoly.
It's not that the blogs were launched in a clandestine manner. In fact, an October 19th press release makes reference to the 4railroads blog. It's just that things should be marked as they are. There's nothing wrong with cute, teaser campaigns but to pass something off as something it's not because it's thought slapping a brand name on it will lessen it's effect is, well, just not right.